Three years after the closure of its Milan boutique, the luxury shoe brand Sergio Rossi reopened in Italy on the Via Montenapoleone in March 2018. This return marks a repositioning of the Italian shoe brand, which has been revived with a fresher, more modern image thanks to the SR1 line and is setting off to conquer a new audience for its high-end designs.

Heritage and refinement

This new vision finds an echo in the design of the Sergio Rossi stores: a feminine, refined and streamlined aesthetic. Designed by the architect firm Costanzi and inaugurated in the Parisian store on rue du Faubourg Saint-Honoré, the new design concept for Sergio Rossi retail outlets looks to transform the sales space into an extension of the brand’s aesthetic: in a green and nude-toned decor, the materials used evoke the house’s history, with a particular focus on leather craftsmanship.

A reminder of the house codes

The furnishings, designed by the interior designer Cristina Celestino, mix domestic furniture – sofas, armchairs, coffee tables – with more traditional sales display units, all sprinkled with references to the house’s identity: the frame of the dressing tables is covered in nubuck, while the armchairs’ feet evoke the shoemaker’s signature SR1 heel.

In addition to the Sergio Rossi Milan store, this aesthetic has been developed in its new showcase on Via Condotti in Rome, where the brand has a 70-m2 boutique, as well as its recent pop-up store in Hong Kong.