First Dirk Bikkembergs store opens in Milan
Dirk Bikkembergs’ first flagship store in Italy opens today in Milan: at 47 Via Manzoni on the corner of Piazza Cavour, 15 store windows and 1300 square meters on three levels will hold the Belgian designer’s entire fashion world. The home of the typical sportsman is on two floors.
“At the outlet”, explained store manager Luca Fusar, “clients are strategically guided along an established route from the main entrance down to the lower floor, which is divided into two areas dedicated to the Bikkembergs and Bikkembergs Sport lines”.
The first products to be seen are sunglasses, which arouse immediate interest with prices to suit all pockets. Underwear is displayed opposite, followed by all Bikkembergs apparel and accessories.
“This area is completely white with the black logo running along the walls and includes a Bikkembergs Junior room”, Fusar explained. “Next comes the active sport universe where black is the dominant color. An eye-catching glass showcase contains 250 pairs of ‘Tirosegno’ soccer boots and the F.C. Bikkembergs Fossombrone checkroom has life-size statues of 11 soccer players facing a welcome area”.
On the ground floor the setting changes completely: it is a sportsman’s apartment reserved for the Bikkembergs Sport Couture collection. A succession of living-rooms, rich with couches, TVs and Playstations, a kitchen (actually the checkout) and a garage with a beautiful Porsche in pride of place and a roller shutter leading to the street.
“As in every self-respecting home”, the store manager pointed out, “traditional store windows are replaced by huge glass panels with lawn-green drapes that can be drawn if clients wish a little privacy”.
On the first floor is the bedroom, with a walk-in closet full of the various proposals, the bathroom, completely covered with pages from the most famous editions of the “Gazzetta dello Sport”, and the gym complete with equipment and treadmill is used as a VIP area.
“We have paid a lot of attention to the selection of staff” Fusar concluded. “Highly motivated and, obviously, keen sportspersons have been chosen. We all have our own shirt with a number: it’s the Bikkembergs ‘team’ with a coach and many players”.
