Replay has just inaugurated its new restaurant The Stage inside its Milan Multi-experience Store, opened in September 2014, in Piazza Gae Aulenti, in the modern Porta Nuova area of the city.

The new restaurant, a separate VIP area, available to rent, and the connected Octavius bar, based on the upper floor of the store, resemble the interiors of a warm and welcoming classic luxury yacht. They are designed with the aim to seat about 100 people all day long for a quick lunch, dinner as well as for drinks and hanging out until late at night, also hosting live music events. This additional experience floor is an integral part of the store concept aimed at involving customers in a complete multisensory experience.

Like the whole store, also this new upper floor area was designed by Roman and Williams Buildings, a US architecture studio expert in movie set design, taking its inspiration from the movie and theatre high-emotional-content worlds.

“When we decided to open this new store concept we wanted to focus on a highly
Matteo Sinigaglia, owner of Fashion Box
Matteo Sinigaglia, owner of Fashion Box
emotionating place and recreating a  movie stage seemed to be the best idea in order to reach this aim,” explained Matteo Sinigaglia, owner Fashion Box. “For this we created a movie set downstairs and a true scene upstairs that could even be completely dismantled and redesigned in about two years.”

Sinigaglia explained some new future projects. “Similar small scale editions of this store could also be replicated in other cities, though two more ‘one of a kind’ single store concepts will also open by 2016 and 2017 in New York and London, though not exactly in this order since no final decision has been taken yet,” he explains while adding that they also opened a new biobar in Paris, adjacent their Rue Etienne Marcel store, a few weeks ago.

New projects, also in terms of new products, will be unveiled in September 2015. “We strongly believe in offering new research products. After launching our highly stretch Hyperflex jeans we will launch a new revolutionary concept focused on denim and sports apparel that employs highly functional fabrics made of a new fiber. Agassi, for instance, was the first ‘tennis punk player’ who used to wear denim shorts when playing tennis. We think that we will see more examples of that in the future. Until now the evolution of denim was ruled by interpreting denim differently – for instance from workwear it became casualwear and then glamourwear. But that was no intrinsic innovation. I think that activewear and the sports world will set the next trend for the upcoming seasons and will bring the first true revolution in denim.”

Replay closed 2013 registering about €203 million sales. They expect to close 2014 registering stable results. Sixty per cent of their revenue comes from European countries (especially Northern Europe) and 40% from Asia and Middle East.

Impression of the Replay restaurant The Stage
Impression of the Replay restaurant The Stage