Download Massimo Dutti opens new flagship store in Madrid

Massimo Dutti opens new flagship store in Madrid
04/09/2014
Madrid is home to the newly-opened flagship Massimo Dutti store at number 48, Serrano Street, well known
for its atmosphere of fashion and luxury.
The new shop has been created in a stunning building with an incalculable historic value and a striking
façade. The inside showcases a whole new concept in interior design, 100% linked to the essence and natural
progression that the brand has experienced in the last decade. Massimo Dutti wanted to maintain many
original details of the building, such as the marvellous listed marble staircase and the inside courtyard in the
back, which has been given a leading role.
Raw materials
The new Massimo Dutti shop, with 1330 m2 of floor commercial space and three floors, contains the
Women, Men, B&G and Personal Tailoring collections, as well as the Limited Editions, presented in the new
boutique concept, based on using new materials, finishes and lighting. The Italian marble flooring, beige with
vertical veins, is laid out in a herringbone pattern, providing a touch of elegance in this design that flawlessly
combines modernity and classicism. The furnishings are dark wood with subtle reddish-brown colouring and
a light semi-gloss, characteristic of the finest woods.
Every last detail of the lighting was also meticulously planned, where the ceiling spotlights put the focus on
the collections, and a series of lamps provide the perfect amount of ambient light, creating a warmer
atmosphere and highlighting the collections perfectly. In addition, the focal point of the central space on the
main floor was created by employing a large lamp, illuminating the main traffic point in the shop.
A new shop concept in which all the details come together to reflect the brand's identity and lifestyle,
especially that of top quality, an inherent value in all collections. Large dark-glass central tables, white
marble side tables, 50s style oversized armchairs, leather busts, rich carpets and abstract origami paintings
adorn every corner of the shop. Technology plays a leading role, with TV screens and iPad terminals,
strategically located and integrated into the shop as part of the interior design. This ensures that all the
collections are also available via a visual platform, and customers have access to a new information and sales
point.
Interior garden
The courtyard, designed by landscaper Stefano Baccari, is located at the end of the shop. It is framed
naturally by the four-story building, as the garden grows upward from its foundations and unfolds at several
levels, supported by the natural stone walls.
Eco-efficient store
Following the most advanced energy efficiency criteria, In this new concept store, Massimo Dutti has
designed with a view to achieving platinum LEED certification, the highest level awarded. This US green
building certificate is widely considered the most stringent sustainable architecture standard in the world.
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