Short and sweet
Countless fashion houses have unveiled elegant showrooms at Milano Moda Uomo autumn/winter 2016 but Valextra’s new pop-up shop signifies something far more refreshing. On Sunday the leather-goods label opened the doors to its overhauled flagship space, which was designed by Belgian architect Bernard Dubois and will have a one-year lifespan before being reimagined by another architect. Dubois describes his salotto-like space as both “austere” and “fun”, with bright-yellow and pale-pink walls offsetting grey-brick structures topped with autumn/winter 2016 wallets and bags. The project is proof of the power of the pop-up: though they are often associated with gimmickry, Valextra is using the continuous reinvention of its flagship as a tool to stay current. “The shop is one element of the personality of the brand,” says Valextra CEO Sara Ferrero. “We are still the same but we adapt and absorb; keep consistency but have something slightly different.”