An open air installation
The opening of the Flagship store in Florence, that is set to take place on 9th January 2013, on the occasion of Pitti Immagine Uomo, is going to be celebrated with an open air installation. This is the fifth Italian store, after those in Milan, Rome, Verona and Riccione.
The 307 images of the book “Stone Island Archivio ‘982-‘012”, will be beamed on a curtain of thin nylon threads crossing the street for all its width. The 15 metres high installation will be visible to guest as well as to passers-by. The book was launched last June in Florence on the occasion of STONE ISLAND 30, the exhibition at Stazione Leopolda celebrating the 30th anniversary of the brand, produced by Stone Island in collaboration with Fondazione Pitti Discovery and under the patronage of City of Florence.
“I am proud to open a store in the heart of Florence, a city with such an extraordinary cultural heritage which is as well a landmark of modern culture, because of its openness of mind, of its international cultural vocation always enquiring the future. We are opening in the location where Gerard Company showcased avant-garde fashion research for decades. It is a venue that I know well, where our collections have always been hosted and that will now, with great respect to the soul of the place, embody our image”. Carlo Rivetti.
The venue covers an area of approximately 80 m2, covering two floors at 18/20R, Via Vacchereccia, a road leading off of Piazza della Signoria, in the very center of the city. It will house the Stone Island, Stone Island Shadow Project and Stone Island Junior collections.
The interior design of the new store sees an interpretation of Stone Island’s Item / Unit 2 * system, applied respecting the identity and the history of the place.