Florentine luxury retailer LuisaViaRoma has partnered with Spring Studios and Spring Place to open its first-ever U.S. hybrid pop-up in New York City. The LuisaViaRoma @ Spring Studios interactive experience will be open to the public from now until Saturday, December 15th.
Known across the world for championing and in many cases discovering new fashion talents, innovation is the heart of LuisaViaRoma. Founded in the late 1920’s in Italy, the retailer was one of the very first to believe that even the most demanding customer would shop online if they had the right experience, and in 1999 they launched LuisaViaRoma.com. And now, with the pop up, they’ve created a totally new way to shop.
Andrea Panconesi, CEO of LuisaViaRoma, said: “It was my vision, 10 years ago, to create a shopping experience that was different from others: where the customer could interact with instore product while at the same time having access to 30,000 online items to choose from, with the benefit of expert stylists to guide them through the vast selection of products at their fingertips.”
LuisaViaRoma @ Spring Studios brings all this to New York City: highly-curated pieces will be showcased, and another 30,000 items will be available for purchase online via interactive digital screens. Stylists will be available on-site to provide expert advice. New and exclusive co-branded capsule collections will be dropped weekly and professional makeup, beauty products and treatments will also be available.
“Partnering with innovative luxury brand LuisaViaRoma is an ideal opportunity for Spring to show our team’s unique ability to create content and experiences where culture and commerce collide,” expressed Francesco Costa, co-founder of Spring Studios and Spring Place.
The interior of the hybrid pop-up completes the “Home for the Holidays” installation in Florence. Designed by Cristina Celestino, an emerging Italian designer and architect, the store in Florence has been transformed into a full-fledged home, complete with a dining room, living area, bedroom and kitchen, with the New York pop-up as the final and surprising home extension. Celestino describes it as “an experiential and visionary pop-up that plays with textures, materials, and colors, bringing a tropical atmosphere with a touch of European flair to the city.”
Images courtesy of Getty