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In the guts of Milan, at Via Broletto 13, throughout Fashion Week, Vespa opened Vespa The Empty Space, the primary idea retailer designed to be nearer to new shoppers.
The model, often known as an icon of favor and Italianness, liked all around the world—from the Mods within the Sixties to right now—based in 1946 and a part of the Piaggio Group of Pontedera, close to Florence, has launched into a brand new journey that appears to the long run, regardless of faithfully to the model’s personal DNA.
Vespa The Empty Space, Milan
This immersive and welcoming area goals to supply a variety of merchandise that weren’t beforehand obtainable from the model. They are all linked to life-style, with varied influences from the world of trend, in addition to perfumes, objects, but in addition experiences and moments of conviviality.
In the long run, in reality, along with promoting merchandise, it will additionally prefer to host conferences, journey tales, and comparable initiatives, whereas remaining devoted to its distinctive type and the concept of freedom of expression and motion.
The new idea retailer options an industrial design inspiration together with metallic-colored interiors and curved traces, just like the silhouette of the well-known scooter and its brand, which has by no means modified for the reason that model’s inception.
Vespa The Empty Space, Milan
The retailer is split into three areas: one presents a collection of probably the most iconic Vespas, often known as a logo of design and freedom on two wheels; one is devoted to a capsule assortment providing round 25 objects of clothes, together with laser decored denims, funky tops, sweatshirts, windbreakers, and equipment with a contemporary and contemporary look; and eventually, a life-style part with pop-style objects for model lovers and bike aficionados.
“There used to be a store here that housed a Vespa Café. We noticed that people who came in for a coffee would return here when they needed to buy a Vespa. After many years, we wanted to try something different and create a place entirely dedicated to Vespa, while keeping the café inside,” stated Davide Zanolini, advertising director of the Piaggio Group.
“We don’t sell merchandise, but small collections consistent with the Vespa world. We don’t even want to start a journey into the world of fashion as other brands have done, for example, in the automotive sector. We want to explore a little more the world of those who can become ‘Vespisti’ (Vespa fans) even if they don’t have a Vespa,” added the supervisor.
Vespa marketing campaign
Especially amongst younger folks, globally, the supervisor notes, many are transferring away from driving automobiles. It is a phenomenon that sees a decline of about 30% per 12 months in driver’s licenses for these over 18 as a result of many select to journey by different means, reminiscent of extra maneuverable automobiles and, for instance, Uber.
“For these reasons, we want to bring more consumers closer to the world of Vespa, which has always been about freedom and a zest for life. From the very beginning, Enrico Piaggio’s genius was to create a vehicle that anyone could ride… It is no coincidence that this vehicle has greatly facilitated the emancipation of women… And that is also why our capsule collection is unisex,” added the supervisor.
The clothes assortment shall be offered via the Vespa web site, in choose Vespa dealerships, and thru corners in shops reminiscent of KaDeWe in Berlin and Rinascente in Milan and Rome, and sooner or later via choose pop-up shops world wide.
Vespa The Empty Space, Milan
“We don’t want to start distribution like traditional fashion. Of course, if Antonia were interested in opening a corner, we wouldn’t mind. However, we would like to open other concept stores similar to this one within the next year, for example, in cities such as Bangkok, New York, Berlin, and Barcelona,” concluded Zanolini.
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