PARIS, Jan 22, 2008 / FW/ — Roberto Cavalli has always had great timing, and right now, during the height of the haute couture season in Paris, the doors of JUST CAVALLI opens at Rue du Faubourg Saint Honoré.
Located in the heart of the city, in what is considered the Rodeo Drive of Paris, the Just Cavalli flagship boutique occupies six floors in a building that is entirely dedicated to the brand name. With 600 square meters of retail space, the boutique offers the whole world of Just Cavalli.
Designed by renowned Italian architect Italo Rota, the new store is the expression of the brand’s new philosophy – “the continual tension towards stylistic research,” translated into layman’s terms, the uneasiness with standing still is the driving force in creating and experimenting with new styles.
Roberto Cavalli, whose creations are meant to be experienced by all our senses, worked with Italo Rota in the conceptualization of the store, resulting to a synergy between fashion and architectural aesthetics.
Just like the boutique in Via della Spiga in Milan, the space, of futuristic inspiration, defines an original and exceptional visual standard making use of a daring design and of unexpected materials.
Through non-conventional use of light and volume, each level of the store contains and expresses a single universe that are linked to the Just Cavalli world, giving the idea of being contextually all-encompassing, unlimited and infinite.
Some of the walls were made from back lit glass which give the sensation of boarding a space craft that transports the visitor to a place where clothes and accessories seem to float in zero gravity, as they are suspended on supports that seem non-existent.
Other walls, in reflective metal, widely expand the space and duplicate the clothes and accessories in an exponential way until the very edge of the field of sight. The ceiling, designed with pulsating fiber optic lights to emulate galaxies of light, along with the reflective floor, carry out the luminous effect.
Men’s clothing and accessories are situated on the lower ground floor, while the main floor hosts the universe of women’s accessories. The main floor focuses on an architectural element that characterizes the Just Cavalli boutiques: the cashwrap, a mirrored, free-formed design that evokes a futuristic airplane cockpit.
On the first and second floor the women’s casual and prêt-à-porter collections are exhibited, overshadowed by a magnificent lamp in the shape of a serpent made up of luminous multicolor LED lights, another central element of the project and visible also from outside the shop.
The third floor design follows a new concept for the Just Cavalli brand, which underlines and witnesses the evolution of the collection. Elegant and luxurious women’s item are displayed here: evening dresses, furs and embroidered garments that can be tried on in 10 square meter changing rooms with precious curtains, walls covered with cream-colored leather and a futuristic lighting system.
Even the most discerning clients will find themselves in an exclusive and dedicated place that allows them to live the experience of a new ‘avantgarde atelier’.
The fourth floor houses the Just Cavalli Cafe. Here, shoppers can enjoy a light lunch or sip a drink at the Roberto Cavalli Vodka bar. The Milan location on Via della Spiga, was the first to offer this service to customers. Roberto Cavalli wanted to continue this service at the Paris flagship to give his guests an eclectic area in which to fully experiment with the Cavalli life style.
There are two main entrances, each to the side of a large central window display that, like a transparent painting, looks out onto the road.
Though the store is actually already open to the public, the Just Cavalli flagship will have its gala opening with a party during Paris Prêt-a-Porter (Paris Fashion Week) in February 2008.
JUST CAVALLI
52, Rue du Faubourg Saint Honoré
75008 Paris
[MARI DAVIS]
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