With the opening of the new boutique on Via Montenapoleone in Milan, Dolce & Gabbana announce a global revolution of its own retail network. This marks the end of the concept store philosophy, with one model for the entire world, in favor of a new formula where emotion, dialog, diversity and cultural exchange come together in spaces that are stages, not shops, where experience and storytelling are the protagonists.
Words by Rawan Qabazard
Milan, Porto Cervo, Capri, Tokyo, St. Barth, London, Brussels, Monte Carlo, Venice, Beijing, Los Angeles, and Dubai: the boutiques in these modern hubs for travel and international shopping will change radically. The idea of Domenico Dolce and Stefano Gabbana is to take customers on a Grand Tour, following an ideal path on an imaginary journey where aesthetics and brand values are combined with the unique features, elements of excellence and cultures of each city.
“After several years in which we carefully analyzed our sales network and, more generally, the market, we felt the need to end the classic concept store approach. Today’s customers are informed, highly connected and involved daily in real and virtual travels. They want more than just goods — more than clothes and accessories — and they long for experiences, elements of excellence, and a narrative. For this reason, we decided to consider our new stores as places of dialogue between our aesthetic and the local cultures. It has been a long, very rewarding and enriching project. This change in strategy and vision ushers in a new evolution for Dolce & Gabbana.”
Each boutique will be one of a kind: a unique stage where the Italian heritage of Domenico Dolce and Stefano Gabbana blends with the local cultures and elements of excellence. The idea is to build sets, not just architectural spaces, which place the spectator at the center of a theater, an experience in which he becomes a protagonist and interpreter. From the radical, founding establishment of Milan to the sophisticated, airy holiday mood of Capri; from the ancient, monumental drama of Beijing to the tropical lounge feel of St. Barts; from the kabuki theater in black and white with the imaginary shadows of Sicilian afternoons of Tokyo to the American-style Harry’s Bar of Los Angeles: the Grand Tour of Dolce & Gabbana’s new retail network is a journey where emotion, culture, experience and excellence come together with lightness and theatricality.