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Benjamin Fitzgerald
Sep 1, 2017
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Dolce & Gabbana opens Monaco flagship store

Translated by
Benjamin Fitzgerald
Sep 1, 2017

After Milan, Tokyo, Saint-Barthélemy and Venice, it's Monte Carlo's turn to welcome a new Dolce & Gabbana store. Not too far from Cannes, where a store already exists, the Italian luxury brand has opened its debut store in Monaco, which looks to be followed by a store dedicated to childrenswear. 

A shot inside the new store - Dolce & Gabbana

Located in the city centre, the flagship is just two steps away from the iconic casino.
Moreover, it covers 800 square metres of retail space over three levels, and it has two entries.

The first, accessed from L'avenue de la Madone, overlooks the lower level of the store, dedicated to womenswear with ready-to-wear lines, accessories and jewellery. The second entry, from Boulevard des Moulins, leads visitors straight to the upper level, dedicated to accessories, bags and shows, while the middle level -- which joins each level with a golden staircase -- sells the brand's menswear.

The store was designed by architect Eric Carlson of Paris firm Carbondale. It features a flamboyant interior, which plays with the reflection of mirrors, shiny marble walls and ceilings, and gold metal fixtures. Neo-Baroque velour pink couches and a Venetian walnut table from the XIXth century bring a Rococo touch to the whole place; a nod to the Sicilian style ethos of the two designers, Domenico Dolce and Stefano Gabbana.

The new Monte Carlo store plays on shine and reflections - Dolce & Gabbana

The store design has been "personalised" for Monaco, an idea launched by the brand only one year ago, with the inauguration of its Milan store on Via Montenapoleone; putting an end to the diktat of the same concept store look, seen across the global distribution network. The new design philosophy, on the other hand, promotes diversity, offering in each city a unique boutique that is designed specifically for that place. 

"The idea is to take customers on a 'grand tour', an ideal journey, an imaginary voyage, where the aesthetic and values of the brand engage with the unique characteristics, excellence and culture of each city," explained the maison. 

So, as underlined by the two designers in a statement, "at the Monte Carlo store, we attached ourselves to the elegance, luxury and charm of the city. We love the idea that in entering the store, customers can feel immersed in the glamorous atmosphere of the Côte d’Azur, a magical place, a holiday destination celebrated by the whole world." 

The menswear areas of the new store - Dolce & Gabbana

To make the Monaco project happen, Dolce & Gabbana looked beyond the expertise of Eric Carlson, and recruited different architects such as Steven Harris (Steven Harris Architects), Julien Rousseau (Fresh architectures), Gwenael Nicolas (Curiosity), Jacob Van Rijs and Fokke Moerel (MVRDV), as well as Marco Donati, Barbara Ghidoni and Michele Pasini (Storage Associati).

The next store opening is slated for London, on Old Bond Street, for mid-November, followed by Rome, New York and Peking. 

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