Gold and Sport by ES­CADA

VM&RD - - INTERNATIONAL FEATURE -

Sur­rounded by lux­u­ri­ous bou­tiques, restau­rants and ho­tels, the new store launched by the lux­ury fash­ion la­bel ES­CADA in Donetsk, Ukraine ac­cen­tu­ates the con­tem­po­rary el­e­gance, cool glamour and al­lur­ing fem­i­nin­ity of the brand’s re­de­fined fash­ion di­rec­tion.

Es­cada, the in­ter­na­tional lux­ury fash­ion group in women's de­signer cloth­ing has a pres­ence in about 60 dif­fer­ent coun­tries. It re­cently launched a new con­cept in Donetsk, Ukraine cre­ated and de­signed in house with the ef­fort of ex­pe­ri­enced and skilled ar­chi­tects. The store fea­tured two con­cepts - ES­CADA Gold and ES­CADA SPORT Sil­ver. The 155 Sqm sized store, is lo­cated on Artema Street 80A, home of lux­u­ri­ous bou­tiques, restau­rants and ho­tels and is de­signed to blend with the neigh­bour­hood build­ing de­sign and brand­ing reg­u­la­tions. “The de­sign of the shop front was also re­lated to the neigh­bour stores and brands, the ex­ist­ing con­di­tions and ma­te­ri­als on the struc­tural fa­cade and last but not least to the con­cept de­sign of ES­CADA. We treat our dou­ble EE logo as a dec­o­ra­tive el­e­ment and we try to use is as a back­ground for a back­lit large glazed fa­cade any time we have the con­di­tion to do it. In gen­eral the store front con­cept of ES­CADA in­cludes a big brass ‘ES­CADA Sig­nage,’ a ‘Dou­ble EE Logo’ above the en­trance and a small sig­nage on the win­dow, while the door han­dle de­sign also matches the de­sign of our dou­ble EE logo. Visual and decoration dis­play com­plete the im­age of our shop win­dows,” Chiara Ro­moli, Head of Store De­sign, ES­CADA SE ex­plains. Adding char­ac­ter to the store en­vi­ron­ment, a lush ma­te­rial pal­ette ren­ders the store con­cept com­prised of gold im­pres­sion metal and wood con­trasted with con­tem­po­rary ma­te­ri­als like grey glass and nickel fin­ish metal to cre­ate unique ac­cents. “The store presents a stun­ning in­te­rior ac­cented by unique de­tails such as dark paving tiles and wooden walls lac­quered in gold. The at­mos­phere is lux­u­ri­ous, yet re­laxed. Lounge ar­eas and dec­o­ra­tive el­e­ments like vases cre­ate an en­vi­ron­ment that al­lows the cus­tomer to feel in­dulged and also at home. The fur­ni­ture sys­tem is flex­i­ble and adapt­able,” says Chiara. An ac­cented bou­tique lighting strat­egy helps add op­u­lence to the am­biance. Chiara ex­plains, “The lighting el­e­ments have dif­fer­ent an­gles and power to fo­cus the at­ten­tion to the prod­uct and high­light the key pieces of the fur­ni­ture such as high­light wall, free­stand­ing fix­tures, and tables”. The store pre­sen­ta­tion was de­signed to com­ple­ment the store con­cept and draw

The de­sign of the shop front was in the con­text of the neigh­bour stores and brands, and also in the con­cept de­sign of ES­CADA

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