Rinascente The New Flagship Store in Rome

A New “Cathedral” for Shopping
With Rinascente’s new department store in via del Tritone, on the corner of via dei Due Macelli, the historic center of Rome has completed its commercial offer with a high-level, international Department Store and thus consolidates its place amongst the elite shopping capitals of Europe. The store replicates the format of the Milan Piazza Duomo store but at the same time has revised it in tune with the Roman social, commercial and cultural environment, giving its own unique identity that will stand out among the other Rinascente stores. The store’s sign was used as the perfect occasion to present Rinascente’s new logo to the public. From September 2017, RINASCENTE will be written entirely in capitals and without the article “the” in Italian.

An Homage to the “Eternal City”…
A truly unique location in its genre, the building which houses the new Rinascente was carefully restructured over eleven years and was entrusted to famous architects and designers. The façade, with its repetition of architectural elements such as the 96 windows and seven show windows framed in burnished bronze, underlines that the building is a coming together of the past and present. The redesign makes the most of the rich cultural-history, the uniqueness of the location and its context. From its archeological heritage to its urban architecture, the “eternal city” with its history and image has inspired the design of each floor, giving a particular spirit to each of its various universes.

…in Art, Design and Entertainment
The basement of the new site is a truly unique feature as it houses an archeological site! The Aqua Virgo Aqueduct, built by ancient Romans in 19 BC, is a miracle of hydraulic engineering and is still providing water to nearly all of the grandiose fountains in Rome’s center, including the Trevi Fountain. This floor has been laid out in such a way to take visitors on a trip through time, going from design to high-tech, passing through the café and an exhibition area. Located in the heart of all of the shopping action, the Exhibition Area is open to the public, allowing visitors to explore the archeological finds discovered during the excavation of the foundations and revel in Italy’s unique cultural heritage. The store also incorporates and envelops the “Palazzetto.” This is a smaller building dating from the early 1900s which is a “building within a building” and is part of the store’s exhibits across multiple levels. This essential part of the store’s display architecture hosts multifunctional spaces for cultural events. Another defining part of the architecture is the cavaedium, a central court that brings light and splendor to every floor. The tribute to Rome is complete with the sublime views from the panoramic terrace on the 7th floor, complete with food hall.

How would you characterize the atmosphere and design concept?
In an atmosphere of ethereal seduction, the lingerie department reflects the contemporary elegance of the new flagship store, in accordance with the aesthetic of Vincent van Duysen who designed the first and second floors. Here we find a clean, timeless style characterized by pure lines, and experimentation throughout the space from the materials used to the lighting. The use of travertine, the typical stone used on Roman streets, mirrors the store’s reference to the city itself. Used from the flooring to the gateways between departments, the material characterizes the first floor and the entire central courtyard. On the materials front, the focus is on varnished oak for the furniture and all the parts in wood, and varnished sheet for the metal components. The result is an elegant layout which, thanks to its modern and cosmopolitan twist, is in line with international luxury retail trends.

Light plays a key role in the project: how have you used it? In regards to the building’s unique points, the windows are an essential element of architectural value. Inside, trellises made from oak have been used around the external perimeter in order to allow us to make the most of the natural light, preserve the building’s particular structural elements but without restricting its exhibitional capacity. The lighting is integrated with an LED system on the ceiling, positioned in a way that is intended to be casual but with points of lights that can be directed on to precise areas (such as walls, or the central area’s furnishings). The final effect is diffused lighting that is at the same time targeted and works to show everything from the entire space to the products on sale in their best light.

Layout and merchandising: how are the brands and products organized inside the space?
The multibrand area has been developed with dedicated racks, featuring wall fittings for long items and central display units for lingerie with counters in oak at intervals. Chantelle, Emporio Armani, Paladini and Triumph are present in their own shop in shops, each presents the brand’s image in accordance with the department’s general theme. The legwear area is at the entrance with walls and display bins for tights while socks are hung. Modular and flexible, focal points can be created in the space with mannequins, usable as a podium for laying out the latest trends.

And beachwear? For the SS season, the intimates space will be reorganized to house the swim collection. A part of the multibrand space will welcome new beachwear brands, while the brands already present in the lingerie section will be reorganized in terms of space and structure in order to also include swimwear and cover-ups. Chantelle, Paladini and Triumph offer swimwear in their shop in shop, either according to season or all year round.