A toast to Denim!
Meltin’Pot Opens its First Flagship Store in Riccione, Italy and celebrated its opening with DJ and Dutch producer -Tom Trago, who played an exclusive DJ set for Meltin’Pot.
Arranged on two levels, the store will be built within the Palariccione complex Riccione, which also houses some of the best shops in the area, located in the center: a 1 km radius from hundreds of fine hotels, the best restaurants, other fashion boutiques, cool bars and the infamous, coastline, all within walking distance.
The decision to open the first flagship store in the town of Riccione represents a clear and defined desire to reach out to the brand’s target audience. CEO of the brand, Augusto Romano explained, “This store opening mirrors the International development of the label with plans to develop markets in the Middle East, China, Japan and South America”. “Presently we are developing the brand’s positioning in New York, Miami and LA and the brands 800 Italian based retail points and its other 300 in Europe, in particular France and Germany.” “We are are embarking on an important turning point for the brand, which aims to forge retail partnerships”. “The idea is not to give birth to a chain but rather to develop a partnership with some of our customers, who may open a second Meltin’Pot store that is more structured than a traditional franchising set up”.
Riccione in fact, has always been considered the “heart” of the summer Italian vacations Italy, and a prime location for spearheading new trends as well as being a noted international tourist destination, and not only in summer, with its modern facilities, notes boutiques and historical clubs and nightlife, which are famous throughout the world.
The pilot flagship Denim store is the first example of a Meltin’Pot jeans branded store, and houses the complete denim collection for men and women. All the fittings and furnishings embrace and emulate “denim world” style, “raw” and industrial, using materials such as wood and steel but with mixed with modern and innovative technology. A massive, “Meltin’Pot” Lifestyle video wall structure transmits real time video content related to collections, advertising campaigns, events.
The first Meltin’Pot denim store is also a key marker within the new brand’s new “retail” strategy – a pilot project that anticipates the forthcoming openings of additional Meltin’Pot stores both within Italy and worldwide.
The opening was celebrated with a large in-store event and supported by partnerships with the biggest clubs in the area and along the coastline, and one of the most famous and historic Italian clubs, Cocoricò, who on the same date officially celebrated the opening of the official season with its renowned, “One Festival” with international guests and guests in attendance from all over Italy.
A major aperitif was also staged with the support of Aperol Spritz, and guest DJ and Dutch producer, and rising star of contemporary house and the disco scene, Trago played an exclusive DJ set for Meltin’Pot in-store, prior to playing his set at Cocoricò. Guests were also protagonists of a “Live Shoot”- featuring a selection of exclusive and collectable T-shirts. The photographic set was staged within the store with: and the best shots taken will shortly feature as part of a gallery, which will appear on the Meltin’Pot blog and via other related social network channels.
An exclusive presentation of the MP001 male jean collection “Meltin’Pot Riccione Nowhere” (Where Life Takes You) also took place and was inspired by the upcoming Fall Winter 2011-12 campaign:
A fine example of a 5 pocket Limited Edition jean, made in pure 12OZ indigo unwashed denim, with precious selvedge unwashed, and enriched with “hand-made” details and packaged in a special authentic “Raw” way.
The Meltin’Pot flagship store Riccione was designed by BAM Design, an architectural and design studio based in Milan and New York, whose signature already appears on some key international fashion brands stores worldwide.
Click here to see more photos of the new Flagship Store and celebratory cocktail.
The Meltin’Pot Flagship store is open daily:
Hrs 10-13.00 hrs and 17.00-24.00