GF Ferré opens store in Rome

At the foot of the Trinità dei Monti steps in the heart of Rome, the new GF Ferré store hosts the women's and men's collections and accessories, including eyewear produced and distributed by Allison. It is the very first store to present a linear and energetic concept that is perfectly in tune with the strong and transversal mood of Gianfranco Ferré's 'young' project.

The immediate sign of identity in the new area of over 150 square meters is the color red which completely covers the ceilings and floors; accentuated by a series of pillars which give the area fluidity and articulated movement, the red on the walls is alternated with back-lit panels in shades of fluo which change over time. The same panels face a mirrored wall to amplify the impact and they characterize the innermost area of the store from which a staircase connects to the two levels. The main furnishings are decidedly hi-tech: tables in transparent glass lit from below and essentially-shaped chairs in bright red ciré.

Graphics are also an important feature. The sides of the window contains two blowups of images from the GF Ferré advertising campaign, and the same visual components are used on the upper floor to create separate areas for fitting rooms and various other functions, with double and recomposed images creating a very unusual effect.