A woman, a lifestyle, a tradition. The house of Emilio Pucci evokes a legacy that blends glamour, nobility and luxury.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.
Tapping renowned French architect Joseph Dirand to articulate his vision, Dundas’ store concept is a play on contrasts: sophisticated yet warm, 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 and an aubergine coloured carpet and matching velvet daybed grace the privé area in the rear room.
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.”
Emilio Pucci Boutique:115 Ground Floor, DLF Emporio
4, Nelson Mandela Road Vasant Kunj, New Delhi 110070
Tel: +91-11- 46940000
Emilio Pucci Headquarters
Tel. +39 055 261841
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