Next level

Versus Versace cuts the ribbon on new stores in New York, Paris and London
By Lewis Firth | Fashion | 21 September 2015
Above:

Image courtesy of Versace

Top image: courtesy of Versace

Versus Versace’s global growth continues with the opening this week of three new stores: SoHo in New York City, Boulevard Saint-Germain in Paris and Shoreditch in East London.

In designing the space Versus teamed with English architects Carmody & Groake, the same duo that designed the 7 July Memorial in Hyde Park, as well as the structure that housed the 2011 Frieze Art Fair.

As such the interior has been treated with artistic flair, moving away from typical retail displays and swapping them for two-way mirrors and subtly opulent brass frames and detailing. A sharp concept and one that echoes the aesthetic of the line’s new creative director, Anthony Vaccarello, who Donatella Versace appointed at the beginning of the year.

Of course there’s also the brand’s affinity for linking the traditional with the futuristic (you can buy Versus Versace collections online as soon as you’ve live streamed the show online) underpinned at ground level by the digital devices punctuating the new stores.

Versus Versace
New York: 75 Greene St 10012
Paris: 198 Boulevard Saint-Germain 75007
London: 31-39 Redchurch Street E2 7DJ

GALLERY


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