Versace Introduces New Store Concept, Expands Retail Network
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MILAN — Versace is on a roll.
The Milan-based luxury company is introducing a new store concept and expanding its retail network in addition to revamping its existing boutiques globally.
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The company plans to revisit all of its 212 boutiques around the world modeled after the new blueprint, which was introduced in September at Versace’s revamped Paris store and at the new Shanghai and Tokyo units. Next to get the treatment are the new Los Angeles and New York’s Madison Avenue boutiques later this year.
“The recent openings in key luxury cities — Shanghai, Paris, Tokyo, and soon Los Angeles and New York City — will strengthen the luxury positioning of the house, and I am excited to continue this strategy moving into 2023 and beyond,” said Emmanuel Gintzburger, who was appointed chief executive officer of Versace in March.
Conceived in marble and ceramic, with gold accents, the stores carry the entire Versace product line and are meant to reflect the brand’s signature codes and Italian heritage.
In Tokyo’s Ginza district, the Versace boutique covers 3,672 square feet over three floors, offering the brand’s men’s and women’s ready-to-wear and accessories as well as home goods — a growing category for the label. As reported, Versace Home was previously manufactured internally, but last year the company unveiled the first designs under a licensing agreement inked in 2020 with Luxury Living, part of Lifestyle Design Group.
The new space features Versace elements complemented by ceramic décor, fixtures finished in polished gold, and white marble counters.
A Medusa head decorates the ceiling alongside soft lighting in Versace’s Greca pattern that reflects against the marble flooring cut in the same signature motif.
Sections of the store feature panels of fluted wooden walls in light gray while others are in blue, Azul calcite marble with matching plush velvet seating. The location also features a VIP room on the third floor.
Marking this opening, the store will carry dedicated and exclusive products, such as the women’s Greca Goddess clutch, crossbody and card case styles in black and red colorways, and the men’s limited-edition tote bag crafted in alligator leather with smooth leather finishes.
In Paris, Versace has reopened its Avenue Montaigne flagship, which spans 8,478 square feet. It features marble, ceramic, wood and golden metal as main elements. Fixtures throughout the two-floor boutique are finished with polished gold metal and white ceramic. Walls are decorated by fluted wood panels. Blue calcite marble fixtures and velvet seating stand in areas embellished by a blue carpet.