Monday, 22 September 2014

REPLAY Milan Store Preview Event reveals Replay The Stage!

Alessandra Ambrosio and Neymar Jnr. with Replay CEO Matteo Sinigaglia

Celebrity guests attended a preview event of Replay's flagship Milan store on Friday 19 September. Guests included FC Barcelona star Neymar Jnr, Brazilian model Alessandra Ambrosio, American actress Rosario Dawson, Russian actress/model Daria Strokous and models Sara Sampaio, Stella Maxwell, Catherine McNeil and Coco Rocha.

Rosario Dawson wearing Replay
Daria Strokous wearing Replay

The location of the store is in the hub of the city’s edgy new Porta Nuova district. Now definitely the place where it’s happening in Milan. The whole store revolves around the cinema/theatre concept with the structure being developed as a real stage with no fixed structures so like in a cinema plot, everything changes.

Portuguese model Sara Sampaio wearing Replay
British model Stella Maxwell

Guests will enter onto a rough-polished concrete floor, from which they will see a grid of film lights hanging from the blackened out ceiling above.

The backs of ‘flats’ all around contain various stage sets within:
A humble Midwestern house with vintage wallpaper, complete with a  tornadowhich  is actually a swirling kaleidoscope of brass butterflies;
An abandoned American barn, at once sun-cracked and aged in the desert but mysteriously full of jeans, The barn includes framed window views out across a dessert landscape to a scenic sunset that is actually an elaborately painted backdrop
A proper 1928 Manhattan Tailor shop somehow transported to Milan. Each set allows for an element of surprise –  . On the reverse, the Tailor Shop in not merely a set but a working shop, where Guests can be measured and have a custom pair of jeans constructed.

Canadian supermodel Coco Rocha

Australian maodel Catherine McNeil

At the center of the space, Guests ascend a large, open, industrial steel staircase, and from the landing they will see the dense layers of equipment and elements that make up a true Hollywood stage – from catwalks and bands of cables to a camera on a boom rig and robust lights and ladders taking in the multiple worlds of an epic American story, an expansive narrative where even the propeller of the Titanic appears to fly overhead. Replay has created a retail location where Guests will be immersed in the Product, the Process and the Brand-as-Lifestyle, a multi-level experience that is meant to be enthralling, fun, and convey a sense of access to movie magic and the creative process.

To celebrate the brand’s comeback Replay dedicated a special tribute to the city of Milan: Blood Orange, Chic feat and Nile Rodgers live acts.
For the design of the store, Replay partnered with Roman and Williams Building and Interiors whose founders and principals Robin Standefer and Stephen Alesch, comments:
“For Replay The Stage we wanted to captivate and immerse those who entered the store by designing an environmental soundstage that dynamically showcases the brand’s expansive denim collections and personalized services. Drawing from our cinematic background in set design, we were able to tell an intricate and refined story, that the Replay consumer will connect with.”

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