The new Replay Flagship Store in Milan

Milan, 20 September 2014
Replay, in collaboration with Roman and Williams Buildings and Interiors, revolutionizes the concept of Retail offering visitors a new experience and presents a preview of the new Flagship Store 1.500 sq.m., Square Gae Aulenti.
The project revolves around the world of cinema and theater. The Store is a stage without fixed structures, where everything changes, just like the plot of a movie.
A concrete floor industrial. A system of lights on the ceiling darkened cinema. All around, many small sets: a humble home in the Midwest with vintage wallpaper, an old abandoned barn American, burnt by the sun of the desert but mysteriously full of jeans, tailoring of Manhattan 1928 trapiantata a Milano. Every outfit hides a surprise: the tornado is actually a swirling kaleidoscope of butterflies in brass, from a window in the barn with sweeping views across a desert landscape to stop at a beautiful sunset, which is nothing more than a cleverly painted background. The tailoring, instead, is not only a set but also a laboratory where activities take measures to customers and implement tailor-made jeans.
At center stage, huge scale industrial steel open. From the top you can see the instruments of labor and the typical elements of a stage in Hollywood: bridge, cable bundles, a camera suspended, large reflectors, Ladders. The customer, is the protagonist of a great adventure where you do not even miss the bow of the Titanic.
Matteo Sinigaglia, CEO of Fashion Box, states: “The collaboration with Roman & Williams is an extraordinary opportunity for Replay. Standefer and Alesch are dreamers with a vision precise, are extremely creative and innovative and do not set limits to imagination. They immediately understood our desire for change and evolution, developing this exceptional project. We are ready for a Retail Revolution”.
Among the celebrities who attended the event the star of FC Barcelona Neymar Jr, top model Alessandra Ambrosio Brasiliana, American actress Rosario Dawson and super model Coco Rocha, Stella Maxwell, Sara Sampaio e Daria Stroku.