SERAPIAN flagship store opening in Beverly Hills
The new 100 m2 store is on Rodeo Drive, a classic shopping focus for fashion and luxury, and will embody all the characteristics of the brand’s new retail concept, as designed by Laboratorio 83.
The space combines the traditional and the contemporary by using special furnishings – strictly Made in Italy – featuring noble materials like walnut, brass and crystal glass, in elegant chromatic interaction with the gold and chiaroscuro elements on the walls, thus creating intimacy and warmth.
On display in this new shop in sunny Los Angeles will be the whole collection, both the men’s and women’s lines, business and travel lines, the capsule collections and the made to order models (exotic).
The open-space layout is designed to accommodate all the models in the collection and also features a personalization area, a cosy ambience with wood panelled walls, soft fitted carpeting and leather seating, where customers can have their initials engraved on their purchases.
The official inauguration will be celebrated by a grand opening event scheduled for June 3rd, 2015.
Serapian’s retail expansion thus moves forward to plan in another key market and builds on its strategy of DOS positioning on an international level.
“In the last two years we’ve radically restructured the brand – an organic process growing out of the extension of the wholesale channel to top department stores and the introduction of a new monobrand concept to ensure excellent shopping experience. The United States market is now a destination for luxury brands and Rodeo Drive will be the cutting edge of this powerful relaunching operation of ours.” Ardavast Serapian, Serapian CEO.
This US opening drives up Serapian’s single-brand network to eight points of sale: two in Milan and one each in Venice, Rome, Taormina, Moscow, Hong Kong and Los Angeles. The brand is also distributed in the wholesale channel in 25 countries, through around 100 multi-brands stores, such as Rinascente in Milan, Luisa Via Roma, Barney’s in New York, Harrods in London, Takashimaya and Isetan in Japan and Tsum in Moscow, as well as Net-à-Porter in the online segment.