LuisaViaRoma in New York with a Hybrid Pop-Up
The umpteenth adventure, ever more international, by LuisaviaRoma that, after launching e-commerce, now promotes the digital shop: go, touch, try, meet people, you fall in love with an object and then buy it only online. The innovative Florentine boutique of luxury and trendy fashion, the first multi-brand to launch in the now distant 2008 e-commerce on the site luisaviaroma.com, having reached more than 60 million visits and 95% of the 130 million turnover expected at the end of 2018 (the most popular e-commerce of multi-brand luxury at global level), now moves to the digital store. "It 's what I dreamed for years - says the CEO, Andrea Panconesi - A hybrid, the third way between physical boutique and e-commerce that responds to the trend of the new generation who wants to buy in a different way from the parents but at the same time preserves and It also raises the store space. A place where young people, who are physically isolated due to the excessive use of social media, can start to socialize ". The first example goes over the ocean, in New York where, in 250 square meters of the Spring Studios, LuisaviaRoma will put on a pop-up store for five weeks between November 15th and the end of December, where materially there will be only the 500 best objects of clothing, home and beauty of the 40 thousand of the boutique. Others will only be able to see on the digital screen. Then you order everything online, including the 500 items on display, to see, touch and try but not to buy because in a single copy. And the day after the package arrives home. In the same period the Florentine boutique in Via Roma will turn into "a real home to try, relax, make up, dress, chat, eat. With living room, bedroom, kitchen, bathroom. Every part, a different angle. In New York there will be the room that is missing in Florence. But what I do not say, it will be a surprise of the last moment ", announces Panconesi.