Roberto Cavalli unveils new store concept in Berlin
Roberto Cavalli is pushing ahead on all fronts. The luxury Italian label owned by the Clessidra investment fund staged a major relaunch of its menswear line at Pitti Uomo last June, and has now announced the opening of its first German flagship store in Berlin. The store features Cavalli’s new interiors concept, developed by its creative director Paul Surridge, a concept that will also be replicated in other Cavalli stores.
The new store’s interior design was created together with Milanese agency Rodrigo Izquierdo Design Studio. It was inspired by the label’s Tuscan roots, blending a pared-down, sophisticated style with a certain opulence in the colours and the materials chosen.
The 230-sqaure-metre store is located at 184 Kurfürstendamm, Berlin’s most prestigious thoroughfare, and showcases the Roberto Cavalli men’s and women’s collections for ready-to-wear and accessories. The interiors’ atmosphere seeks to recreate the feel of a sumptuous Florentine palazzo, with vaulted ceilings and walls and floors in red marble or oak parquet, while the furniture is predominantly oak and brass.
“With this new store concept, which mirrors our label’s new creative direction unambiguously, we can finally say we are endowed with the ideal tools to communicate our vision and values. We are now able to interact in a clear fashion with our end consumers,” said Gian Giacomo Ferraris, who has been in charge of Roberto Cavalli since July 2016, quoted in a press release.
From the new store concept to the advertising campaigns, to digital media and of course the collections, all the elements overseen by Paul Surridge combine “to emphasise the clear-cut, contemporary vision of Roberto Cavalli.” As of December 31 2017, the Italian label operated 87 monobrand stores (46 directly owned and 41 franchises), and its revenue was €152.4 million.
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