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Emilio Pucci opens first flagship store in India
08
Aug '13
A woman, a lifestyle, a tradition. The house of Emilio Pucci evokes a legacy that blends glamour, nobility and luxury. The origins of these roots are a magnificent 15th century Palazzo that is today the source of a compelling retail concept. Conceived by Creative Director Peter Dundas, a powerfully reinvented palazzo inspires the brand’s new boutique in New Delhi, located at the ground floor at the DLF Emporio Mall, in partnership with the local luxury authority Infinite Luxury Brands Private Limited.

Speaking on the opening, Manav Gangwani, Director of Infinite Luxury Brands said; "We are elated to be the official partners for Emilio Pucci in India. Their longstanding association with India comes full circle with the opening of their first store in the country. Considered as the epitome of Italian luxury, the brand has always perfectly blended femininity and sensuality, which is a reflection of the modern Indian woman”.

Tapping renowned French architect Joseph Dirand to articulate his vision, Dundas’ store concept is a play on contrasts: sophisticated yet warm, noble yet modern, formal yet fresh. Informed by the classic codes first drawn by the Marquis, the store offers a youthful spin on the brand’s 65-year tradition of glamour and elegance, washing it with a new attitude and allowing the clothes to breathe freely.

The new concept borrows from the fragile beauty of Italian palazzos, yet also boldly redraws it. An abstract 3D interpretation of Pucci’s maze-like Torre print from 1966, pattern unexpectedly emerges through graphic slicing. It is also recreated in the two-tone crushed marble Terrazzo flooring inside the store.

From brass-trimmed moldings to hidden brass lighting fixtures, the finishing’s are flawless. A palette of creams and soft greys are classically inspired by the Italian stone, Pietra Serena. Gold Art Deco mirrors hint at the opulence within. Sexy, unexpected twists cut into the refinement, adding a modern sharpness throughout.

An aubergine colored carpet and matching velvet daybed grace the privé area in the rear room.

The New Delhi store follows the opening of the new New York flagship last November and many others after that around the world: it is just the beginning of a complete overhaul that will eventually impact all 50 existing Emilio Pucci stores as well as string of new openings.

This store concept represents the beginning of a new era at Emilio Pucci”, says Emilio Pucci President and Chief Executive Officer Alessandra Carra. “We are taking a 360 degree approach, looking at every aspect of the brand, both from an image and a business point of view.

"The evolution began with Peter’s new fashion direction, and then our first ad campaign that debuted in Fall 2012. This has been a starting point for an ambitious development plan which is planned to bring significant growth into our Pucci retail network within the next 12 months, as well as an important expansion of our brand internationally."

“The new concept screams sophistication, craftsmanship and luxury totally in line with the history of the House”, adds Emilio Pucci Vice President and Image Director Laudomia Pucci, “all of which are key Made in Italy values. But they have been considered through a very fresh lens. It’s a great moment for us, and a superb evolution for the brand”.

Emilio Pucci


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