New retail identity for Italian fashion brand Dondup

10th July 2017

Italian fashion brand Dondup has opened a new Rome showroom, designed by architectural practice Sybarite, as part of a project to redesign of its entire retail network.

The 600 sq m (6,458 sq ft) showroom on Via di Pietralata is the first element of the redesign to be completed. It hosts fashion buyers rather than consumers.

It will be followed by the rollout of a new store concept, also by Sybarite, that shares the look of the Rome showroom. This reflects the brand’s new premium positioning, while including rivet-inspired details that acknowledge its heritage in denim ranges.

The showroom is arranged around two rows of monolithic totems – in brass, oxidised steel and Corten - which enhance the sense of perspective, with display rails finished in the same brass and steel colour palette.

Display tables and plush velvet seating areas are provided for buyers to consider collections in more detail, arranged to allow the hosting of multiple buyers at the same time. Bespoke modular display units allow the layout to be altered as required, with display rails designed to accommodate elliptical mirrors as needed.

“The opening of this new Showroom in Rome is a paramount step for us. We are restructuring our Italian distribution organisation, clustering the sales network into two big venues, Milan and Rome. We decided to partner with Sybarite because they are very well known and perceived in the Asian Market, which is our next target in the international development plan,” says Dondup CCO Matteo Anchisi.