The synergy between designer Italian sneaker brand Ruco Line and the internationally renowned architect, Jean Nouvel continues. Nouvel designed the “Pure” collection presented for Milan Design Week in April 2013, and is now working on a new flagship store project that will open in Rome city centre, in the luxury shopping street via del Babuino, which will open in March 2014.

The concept reflects Nouvel’s creative philosophy, which is always based upon his search for essential and simple design elements. Nouvel strives to maintain the distinctive identity of the location by retaining its original elements. Another distinctive element of Nouvel’s work is the alternation between steel and chalk that strengthens and amplifies spaces. The sneakers will be the protagonists of the space thanks to light effects aimed to exalt every single model’s colours, style and silhouettes, as if each item is an art work being exhibited.

Ruco Line was born in 1987 from an idea of two young entrepreneurs, Marco Santucci and Daniela Penchini. They started producing scarves and ethnic-inspired shoes that later evolved into the Ruco Line sneaker of today, a versatile shoe not necessarily bound to the sports sector. The brand is sold in Italy, UK, Japan and China, and distributed through about 300 multi-brand and mono-brand stores as well as through e-commerce.

Currently the company’s flagship stores include 10 in Europe (9 in Italy and 1 in London), 3 in Japan and 25 in China. They are also sold through mono-brand shops-in-the-shop in Department Stores (37 are in Japan). The company counts approximately 90 employees in Italy, who are deployed throughout various affiliated areas. 35 people work in the partner companies in the UK and in Japan.