Sergio Rossi’s new flagship store opens in Beijing

Sergio Rossi, the Italian luxury footwear and accessories brand, part of PPR Group, has recently embarked on an upgrade and expansion process of its international stores network, following the unveiling of a unique retail concept. Conceived by London-based design company Studioilse in collaboration with Creative Director Francesco Russo, the first new Sergio Rossi store concept was launched in November 2010 with the refresh of the historical boutique facing Rome’s iconic Spanish Steps. Since then, the brand has been robustly expanding, with a strong focus on bringing the new store concept to the key markets in Europe and Asia. In Asia Pacific, the stores in Hong Kong Pacific Place and Beijing Shin Kong Place have just been updated with the new store concept, and the city of Guangzhou has warmly welcomed a new Sergio Rossi flagship store.

Sergio Rossi’s new store design concept unveils now its new Chinese flagship at Sanlitun, Beijing. A playful tribute to femininity and an alluring homage to the world’s emblematic screen icons, the Sergio Rossi Beijing flagship store celebrates womanly beauty and power, with the shape of the furnishings Inspired by the high heeled shoe’s curvaceous silhouette. In collaboration with Sergio Rossi’s Creative Director, Francesco Russo, the London-based design company, Studioilse, translated the core values of the Sergio Rossi brand to make the new concept store.

This prestigious, Beijing flagship store, offers a 250 square meter retail on two selling floors that invite the customer to two, distinct, voyeuristic, mise-en-scène to enjoy and try on the shoes. Symbolic of fetish and seduction, the Italian shoe made by Sergio Rossi is placed center stage in two contrasting areas of the store: the “Front Stage” and “Back Stage”. The “Front Stage”, in the spotlight, centers on a rounded, brass and glass sculptural display cases flanking an array of brightly-polished brass multi-level display cubes and a classical red velvet chaise longue.

Infinite reflections luring customers in to slip on pumps and pull on boots within the boudoir setting. On walls, hung with pale, skin-toned curtains shoes teeter on invisible stands. A black and white herringbone-pattern Italian marble floor picks up the click of heels. A cluster of brass lights hang at varying heights from the ceiling, a spectacular dressing room open to the public. In contrast to the “Front Stage,” the “Back Stage” offers a darker, more intimate setting for male / female seduction to be played out. A combination of dramatic furnishings and domestic comfort it is enveloped by deep blue walls of floor-to-ceiling curtains. A sweeping, voluptuous blue velvet curvy sofa sits perched on plush blue carpet layered with a zebra skin that beckons bare feet. Carlo Mollino’s “Ardea” chair invites a masculine spot to watch and wait. A corridor of Franco Albini-inspired étagères faces a floor-to-ceiling mirrored wall. Floor lamps create mysterious, shadowy pools of light adding to the privately voyeuristic atmosphere.

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