Italia Independent inaugurates new Italian single brand store with a new design
With Bergamo there are now four I-I stores that perfectly reflect the brand's philosophy
Italia Independent inaugurated its fourth Italian single brand store at 48 via Sentierone, Bergamo. A store that reflects the philosophy of the brand with a new design by Changedesign, the multicultural and multidiscipline company set up by Renato Montagner, who signs the projects and creative direction of all Italia Independent outlets.
The store concept has been adapted to the characteristics of the building in which it is located, a sign of the brand's aptitude for giving prominence to local architecture without being intrusive. The original flooring has been enhanced with a transparent resin that adds to its three-dimensional aspect.
One wall has been coated with painted copper to provide a frame for a work by famous street artist Ozmo. Made of acrylic on copper, the work was inspired by the Italia Independent communication campaign that featured Napoleon Bonaparte wearing velvet eyeglasses.
The lower part of the copper wall is used for displaying eyewear. On another wall, apparel is displayed on a steel bar supported by a mirrored wall that reflects Ozmo's work on the copper wall.
On the upper floor there is a mobile fitting room inspired by camping tents and made of metal and fireproof yellow fabric. Also on the upper floor there is a white lounge by Blofield, the Dutch company that specializes in inflatable furnishings. The window contains three cylindrical elements in Plexiglas with a shaped steel sheet on the inside. Also in the window is the Italia Independent logo that has been changed for the first time and is now in a striped gold color to suit the characteristics of the outlet.
The first single brand store in Lombardy hosts the entire Italia Independent world: eyewear, apparel, accessories and helmets. The inauguration evening included San Marco prosecco by Santo Stefano Belbo and I Spirit, the made in Italy vodka on which Arrigo Cipriani of Harry's Bar, Lapo Elkann and Marco Fantinel collaborated.
"The Italian provinces have huge potential and the public is very interested in new ideas. Bergamo is a wonderful city and our partner has strong roots in the territory and believes in the Italia Independent project. I am pleased that our company is taking an alternative route also with regard to developing retail. For the time being, we have opened single brand stores only in the towns of Alassio, Alessandria and Courmayeur and the results have been excellent. The project of shops inside independent opticians' stores is also arousing a lot of interest and by the end of the year we will have about 40 throughout Italy" said Andrea Tessitore, president and CEO of Italia Independent.