POP 355 Tuesday 27 July 2010

Today's POP is Daniel, quizzing Stefano and Dolce about the reopened D&G flagship.

POP: What did you have in mind when you designed the boutique in London?
Stefano Gabbana: We wanted to create a new space for D&G, representing how the spirit of the brand has evolved and matured. The space is in line with what we are doing globally for the brand, from the collections and the advertising campaigns to the historic reopening of the boutique on Corso Venezia in Milan.

POP: How would you like the consumer to feel when visiting the boutique?
SG: At ease. We would like them to feel like they are entering a pleasant place…
Domenico Dolce: We always want to be personally involved in everything involving our brands, as well as in the design of new spaces. We have carefully studied every detail – from the colour of the lights and the materials to what type of hangers to use.
SG: All of this is important to give people a unique, new, almost sensory shopping experience: the alternation of opaque and glossy surfaces, the presence of monitors in different sizes, the lights. Everything combine together to create a relaxed atmosphere and, we believe, a very elegant one too.

POP: What is this 'new soul of D&G'?
SG: It is not a matter of a new soul but of a much more mature one, even if it is always faithful to the brand’s DNA. D&G did not loose its unconventionality, its always been a bit out of the schemes and the fact that it likes to play with the image and to be daring. What changed, perhaps, is the language used. It's more adult and conscious.
DD: D&G is like a baby that has become man. It is always the same person but it has evolved during the years.
SG: And as a result of all of that we felt the need to have a new box to contain, present and represent all the changes that took place.

POP: We can note the use of many 'cutting edge' materials and of many monitors, why did you chose this 'space age' aesthetic?
SG: We look very much to the future and to new technologies, that’s why we tried to put all of this in the new boutiques’ project, we wanted to show this passion for new and evolving technologies… But at the same time, we didn’t want to have a cold and sterile place: that’s why monitors, with their different shapes and dimensions, look like they are an artistic installation.
DD: So, there is a lot of future, but there is also a lot of that traditional attention to detail and to the care for costumers. 

Info: The reopened and wonderful D&G boutique is on 53, New Bond Street. It opens tomorrow!