Sergio Rossi Shop
Sergio Rossi and Wallpaper* magazine continue to collaborate on the Men’s Footwear World Tour announcing the opening of the next location in Casablanca.
Following resounding success with the first stop on the Men’s Footwear Tour in Brera, Milan’s most stylish district, Sergio Rossi launched a second men’s shoe store in Galeries Lafayette Casablanca on December 2011.
The World Tour concept has been inspired by the essence of the ‘Sergio Rossi’ man – an independent, free-thinking, seductive man and importantly, one who is on a constant journey of discovery. It is in Milan that the journey began in 2010 – with the launch of Sergio Rossi’s first concept store. Situated in fashionable Brera, the store showcases the entire men’s collection designed by the Creative Director of the brand, Francesco Russo. In 2011 the tour continues.
The next ventures on the grand tour will be developed along with a rising design star in each country, to create the environments, local vernacular and an understanding of heritage being an imperative part of the experience and journey. “Morocco, a Mediterranean country, both geographically and cultural, is a country where garment is great with refined kaftans and colourful djellabas, where craftsmanship is particularly rich and architecture is majestic” comments Younes Duret, the French-Moroccan designer of the store in Casablanca. He combines strong Moroccan ethnicity with a creative transgression to design a liberated and inspiring space. The motifs Duret has used are a modern inflection on an ancient form, as he creates a composition consisting of a mantelpiece of a repeated 3-dimenionsal oriental pattern as the platform for the men’s shoe collection.
“We apply creative transgression to make the space more free, liberated, inspired, through shifts in proportions, the materials and colours used, the extra detailing and the high-quality craftsmanship” according to Duret, in response to Creative Director Russo – “we steer clear of the conventional, we decry the formulaic, we re-invent the classic. We reject the outdated cliché – we champion the stylish man’s right to look elegant”.
Younes Duret Design:
With the opening of new Sergio Rossi stores for men all around the world, in a joint venture with Wallpaper* magazine, creating a new environment, a new language of style and local cultural heritage, the ultimate taste of travel experience. It is also a way to get prominent interior designers from each country known to the general public through the boutiques of the italian brand. Younes Duret totally conceived the 22 sq meters corner shop of Casablanca for the luxurious italian shoemaker. It is a sculptural tribute to modern design and tradition as it is respectfully inspired by traditional moroccan ornamentation – the Art of zellige – (moroccan tiles) in order to combine in 3D the elements of Sergio Rossi’s vision: authentic design, exclusive colors, and craftsmanship.
Project name: Sergio Rossi Shop
Location: Casablanca, Morocco
Type: Store / Shop / Showroom / Retail
Construction Year: 2011
Client / Owner / Developer: Sergio Rossi
Interior Designer: Younes Duret Design – B.P. 12428 – Barid El Magrib, Ain Itti Ennakhil Bel Kahya, 40000 Marrakech, Morocco
Text Description: © Courtesy of Younes Duret Design
Images: © Alexandre Chaplier