Aquazzura will open its first store in Florence’s famed Piazzo Corsini in October. The new flagship and brand headquarters is said to be inspired by the original paintings of Pompeii, found on the ceiling of the 15th-century building.
Designer Edgardo Osorio, who founded the luxury label in 2011, talked to FN about the brand’s new space.
How did you find the location?
EO: I threw a party at the Palazzo Corsini last year and had a chance to meet the lovely Countess Livia Corsini. When I was looking for a new place to live last year, she told me she had an apartment in the palace, one of only two she rents, as the palace is mostly empty for events. This year, when I mentioned I wanted to open a store, she suggested this wonderful space that had been closed for years on the riverfront. As soon I saw it, I fell in love with the space and got it immediately. It will be our first flagship and the new Aquazzura headquarters.
Will the shop feature any special footwear offerings?
EO: The store will be the only place in the world with the complete Aquazzura collection. It also will carry an exclusive bridal collection, as well as offering a made-to-order service in an array of materials, from suede to python and alligator. I want the shopping experience to be truly special and unique.
Why was this an important step for your brand?
EO: Having not only our first flagship store but also our headquarters was important to show costumers and buyers the world of Aquazzura. I believe the most successful brands are all lifestyle brands, and that is the road I want to take Aquazzura down in the future as our product mix expands. People will have a chance to walk in and see the DNA and spirit of Aquazzura,not only in the shoes but also in the environment and decor. The store also will be a great way to show our retail partners how Aquazzura shops might look like in other cities around the world.
Where would you like to open an Aquazzura store next?
EO: Florence is where Aquazzura was born and is the best place for our first flagship. The second opening will probably be online sometime next year, as the Internet is where the biggest part of our business is. The next brick-and-mortar shop will be either in London or New York, depending on the real estate that is available first.