The Italian sneaker brand Ruco Line is opening its new Rome flagship store, signed by architect Jean Nouvel, who had already collaborated with the brand by designing the Ruco Line collection “Pure” and the bag model “Vrac” presented respectively in 2013 and 2014. He has also designed the project for this new flagship store in via del Babuino, in the heart of the capital’s luxury shopping area.

The concept of this flagship store reflects the same essential, elemental and linear designs which characterize Jean Nouvel’s creative philosophy. Nouvel’s work alternates steel and plasterboard to emphasize and magnify the spaces in order to create a scenario for staging the footwear brand. Shoe models are displayed within picture frames to appear as true protagonists of the space. Each shoe’s single model is enhanced individually by hyped lighting effects, and white floor and walls, similarly to art masterpieces staged inside an art gallery.

On 27 November, the flagship store will extend its opening hours to host a cocktail party event for celebrating the store’s inauguration.