US denim specialist Guess has recently revamped and reopened its denim store concept in Viareggio, Italy. The retail space with 850sqm - the biggest Guess store in Europe - is located along the promenade and chic shopping street on the seaside of the Tuscan coast.

The store has three levels and is characterized by a mix of urban and glamour elements. Steel and glass decors are completed by vintage pouffe chairs and leather sofas in order to convey a relaxed atmosphere. On the ground floor the boutique presents womenswear and accessory collections plus a colorful tableware series of articles. The first floor is dedicated to the men's line plus a chill-out area with a bar and a book shop offering design and fashion books. From the book shop, customers also have access to a panoramic terrace with an ocean view.

The store was officially opened end of August with an exclusive cocktail party and a special initiative. Each person who attended the event was being photographed and their pictures were posted on the Guess Facebook page. The person with the most votes can select a total Guess outfit in one of the brand's retail stores.