Replay debut their fully immersive flagship store in the heart of Milan’s new Porta Nuova shopping district

In celebration of REPLAY’s new flagship store in Milan, the brand made their comeback by dedicating a tribute to their host city, a performance by Blood Orange and Chic feat. Nile Rodgers amongst other live acts. Having partnered with Roman and Williams Buildings and Interiors to explore an expanded retail experience, the store is located in the hub of the city’s new Porta Nuova district. It’s safe to say it’s the talk of the town.

In keeping with the brand’s time-old history and values, a series of immersive sessions and factory visits allowed the architects to conceptualise the brand’s aesthetic perfectly with The Stage – a tribute to the vibrant city of Milan and Replay denim rebels worldwide.

Whilst the whole project looks to the realm of cinema and theatre for reference, Replay The Stage is the first time since starting their firm that Robin Standefer and Stephen Alesch have seized directly on their own deep experience in set design and art direction in the film industry, developing the concept of the working soundstage as a store, showcasing both the sets themselves and the spaces, equipment and back-of-house departments that together embody the filmmaking process itself.

Think rough-polished concrete floor, raw woodwork, vintage wallpaper and a Tailor’s Shop, for all your custom measured jean requirements. At the centre of the space, Guests ascend a large, open, industrial steel staircase, and from the landing they will see the dense layers of equipment and elements that make up a true Hollywood stage – from catwalks and bands of cables to a camera on a boom rig and robust lights and ladders taking in the multiple worlds of an epic American story, an expansive narrative where even the propeller of the Titanic appears to fly overhead.

The launch event saw a host of key influencers come together to celebrate the brand, including Brazilian top model Alessandra Ambrosio, super model Coco Rocha and American actress Rosario Dawson. Replay has created a fully immersive retail location to re-launch the brand and if this only the start, we can’t wait to see what they uncover next.

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