Beverly Hills, June 2015. Salvatore Ferragamo, the Italian luxury fashion House, announces the debut of an impressive re-design by Architect William Sofield with the reopening of its Beverly Hills flagship on Rodeo Drive. Spearheaded by Creative Director Massimiliano Giornetti, the unveiling of the new concept will celebrate the Hollywood roots, where the brand was founded 100 years ago.
The new Beverly Hills flagship will boast the glamour of Hollywood and the celebrity of Ferragamo’s clientele, providing a luxurious environment for an intimate shopping experience. “Salvatore Ferragamo was a pioneer and one of the first designers to recognize the potential of the Hollywood legacy,” says Creative Director Massimiliano Giornetti. “I am honored to carry it forward during this special time for the brand in Los Angeles.”
Salvatore Ferragamo was known to infect a sumptuous glamour to materials stereotypically seen as unglamorous. This has become a House trait and a symbol of the genius to his design. “The Ferragamo family has so upheld Salvatore Ferragamo’s legacy. It has been my job to do just the same by channeling the soul of his heritage into the new store concept,” says William Sofield. The newly designed interior references Salvatore’s iconic designs including the cork wedge, invisible sandal and groundbreaking use of materials such as raffia and straw and elicits characteristics of luxury and elegance, hallmarks of the Ferragamo style. His personal obsession with the art of craft and foot anatomy made his designs and artistry highly respected from practical, technological, and ornamental perspectives.
Silver travertine, Sarrancolin marble, stucco, Louvre limestone, and Etruscan rose marble adorn the interior and are complemented by brick red leather upholstered club chairs, cork side tables, glass rod floor lamps, art deco three layer poufs and Donald Deskey inspired lamps set on enameled metal and satin aluminum, offering a refined atmosphere reminiscent of the 1930’s art deco by which Salvatore was so inspired. Upon entry, guests will be greeted by a custom pendulum chandelier. The furniture, colors and design of the spaces are carefully calibrated to envelop visitors in an intimate atmosphere.
The grand design draws inspiration from the life and history of Salvatore himself, with a focus on the innovative bespoke designs he created for a roster of celebrity clients. The Flagship will prominently feature designs from Giornetti’s Women’s and Men’s Ready-to-Wear collections, with private dressing areas highlighted by leather laser cutout inspired gates – referencing Salvatore’s revolutionary artisanal techniques – and custom frosted panels to afford a private and exclusive experience similar to that which Salvatore himself provided to the most glamorous stars of his time. The location will also showcase shoes, handbags, luggage, belts, bijoux, fine jewelry, silks, perfumes, eyewear, timepieces and small leather goods.
About Salvatore Ferragamo S.p.A.
Salvatore Ferragamo S.p.A. is the parent Company of the Salvatore Ferragamo Group, one of the world’s leaders in the luxury industry and whose origins date back to 1927.
The Group is active in the creation, production and sale of shoes, leather goods, apparel, silk products and other accessories, along with women’s and men’s fragrances. The Group’s product offer also includes eyewear and watches, manufactured by licensees. The uniqueness and exclusivity of our creations, along with the perfect blend of style, creativity and innovation enriched by the quality and superior craftsmanship of the ‘Made in Italy’ tradition, have always been the hallmarks of the Group’s products. With approximately 4,000 employees and a network of over 630 mono-brand stores as of 31 March 2015, the Ferragamo Group operates in Italy and worldwide through companies that allow it to be a leader in the European, American and Asian markets.