Ferragamo opens at The Webster in Los Angeles
Italian house Ferragamo and its artistic director Maximilian Davis have inaugurated an in-store installation at The Webster, the luxury multi-brand retailer founded by the French designer and entrepreneur, Laure Hériard Dubreuil.
Ferragamo is taking over The Webster, the ninth of its kind in the U.S., with its pink amazing cathedral decor, designed by Tanzanian-British architect David Adjaye, who is responsible for the National Museum of African American History and Culture and the Abrahamic Family House in Abu Dhabi.
Glamor and volcanic, the installation chosen by Ferragamo marks the new image positioning chosen by the Italian house and the shift on a new signature red Pantone color.
A bright red that seems to embrace a whole section of the Webster. On display is a selection of ready-to-wear and bags and shoes from the spring-summer collection, the first signed by Maximilian Davis.
"Davis' debut collection shows his fresh vision for the house, which recontextualizes for the modern era-Ferragamo's long-standing relationship with Hollywood," said the Ferragamo house. "The collection is imbued with an atmosphere of ease and sensuality, thematically tying the idea of a sunrise's symbolic clean slate to a sunset's glowing familiarity."
The activation of the Ferragamo pop-up in The Webster is also part of the new retail and image strategy focused on pop-up. At the beginning of March, the Neiman Marcus department store in Hollywood hosted pop-up installations and featured store windows and visual displays in line with Ferragamo's signature red Pantone color. Five other stores will activate soon the Ferragamo's pop-up.
Ferragamo, which seems enthusiastic about the first results of the spring/summer 2023 collections launched in their stores in february, had reported in January a 5.7% rise at constant exchange rates in full-year sales.
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