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Mar 30, 2010
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Replay flagship store opening in Milan

Mar 30, 2010

The flagship Replay store is opening on Corso Vittorio Emanuele in Milan, covering 800 square metres right in the city centre, just a few metres from the Duomo. Located in an area with an strong relationship between history, architecture and contemporary style, the space has been designed according to the new Replay concept: focussed on emotions and a rediscovered connection with nature.

This new concept, which has already been tried and tested in Florence’s Piazza Duomo Replay Store, will be even more evident in Milan. The driving principles are the same, but the specific techniques complement the context, letting the space speak for itself: the project is all about seeking emotions, and is the result of a shared vision between the Studio 10 design team and Fashion Box.

An exciting space, the new store has nature and its fragile balance reclaiming a space which has been altered by human intervention, thus allowing a mental and physical break in the urban environment.

Part of the store has been left empty in order to create a green space, a vast area which welcomes people off the street, offering them some time out. In a market which tends to display as many products as possible, Replay is going against the grain by offering a new conceptual solution.

Integral to the design are a green wall, water wall, wooden wall and metal wall. To enter the store you cross a hanging garden on a suspended walkway, so upon entering visitors are surrounded by eleven-metre high walls of plants and a waterfall.

Products are displayed on bookcases which are more than six metres high, the floor changes according to the space just like in an urban setting and natural light also reaches the basement floor, which becomes a naturally vibrant space as a result.

The new space will have its official opening on 15 April, during the Salone Internazionale del Mobile (International Furniture Exhibition of Milan), with a special installation by the art group El Ultimo Grito, organized in conjunction with the Fondazione Claudio Buziol.

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