: A FUTURISTIC VOYAGE BEGINNING WITH THE LAUNCH OF THE NEW STORE CONCEPT “GLAM RHAPSODY”

#PATRIZIAPEPETELEPORT recreates the atmospheres of an imaginary journey into the future, giving visitors a unique opportunity to access an alternative dimension which transcends space and time.

An immersive and stimulating "other-place", bringing to life a broader image strategy, rolled out across Patrizia Pepe online and offline channels. The first stage of the project starts in Milan, with the presentation of the new concept “Glam Rhapsody”, with a fully renewed image and purchase experience.

Patrizia Bambi, Creative Director of Patrizia Pepe, developed the concept together with interior architects, drawing inspiration from the brand's values - Sensuality, Awareness, Irreverence and Courage -, all palpable in the 150 m2 premises which are divided into 3 macro areas, with materials and elements engaged in fluid and harmonious dialogue.

Sensuality is conveyed by soft and enveloping velvet. Mirror surfaces, for acknowledging your reflection with confidence and courage, represent awareness. The unconventional exhibition of sale stock, no longer hidden and now visible through metal grills emphasized by writing and neon lights, reflects the decisive and irreverent character of the Patrizia Pepe woman.

The club-style atmosphere embraces and enhances collections, with plays on material mixes, ultra-modern contrasts and high visual impact forms. The large stroboscopic sphere which descends from the ceiling revokes the club effect, which alternates with touches of green and the tactile warmth of velvet. The “Fly”, iconic Patrizia Pepe element, is reinterpreted in new neon light variations.

Multimediality is a fundamental experience of the purchase experience, which ranges from the coolest of spaces, easily shareable on social channels, to veritable online shopping on interactive screens positioned in various areas throughout the store.

The dominant tone of the Milan store restyling is antique pink, however the new concept also embraces different colours according to different locations, to evoke the colour mood of the first stores opened by the brand in 2000.

The opening on via Manzoni 38 launches an expressive and thrilling journey which will continue with the upcoming inauguration of the new Florence boutique on 9th October, the launch of the website patriziapepe.com on 15th October and the opening of an international flagship store in 2020.

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