Replay inaugurates new flagship store in Milan

By

Olivier Guyot

Published
Oct 10, 2014

Replay has decided to take the maxim “tell the client a story” to a somewhat literal conclusion, with its new flagship store in Milan. 

At 16,100 square feet, located on the Piazza Gae Aulenti in the edgy, new Porta Nuova district, the flagship has been dubbed “Replay The Stage”. Conceived alongside the design agency Roman and Williams, the space is replete with references to cinema and the theater. 

“The backs of ‘flats’ all around contain various stage sets: a humble Midwestern house with vintage wallpaper, an abandoned American barn, at once sun-cracked and aged in the desert but mysteriously full of jeans, a proper 1928 Manhattan tailor shop somehow transported to Milan,” the brand explained in a statement. “On the reverse, the Tailor Shop offers a service of customization for special edition denims.” 

The brand’s range is displayed on two floors, each referring to US history and legends. 

This new store will further strengthen Replay’s retail network, which includes 200 stores and some 3,000 multibrand stores around the world.