Fashion Box, Italian owner of Replay, Replay&Sons and We Are Replay, will open its first new multi-experience concept store Replay in Milan in September 2014.

Following its agreement with Hines Italia SGR (, real estate investment fund company, the new 1,500sqm, multi-experience concept store will open in piazza Gae Aulenti, in the heart of the newly redesigned Porta Nuova area in Milan, which is aimed at hosting a series of new creative initiatives, activities and hot spots.

The new concept store aims to be a multi-experience location that will be accessible 24 hours a day where visitors will be able to listen to music selected by the brand, see performances, visit art exhibitions and enjoy fine food and beverages.

Matteo Sinigaglia, CEO Fashion Box, commented: “We are satisfied with the agreement signed with Hines Italia SGR and enthusiastic about opening this innovative Replay concept store in an area of the city that will be involved in the most important redesign project ever done before in Milan. The Porta Nuova area is also destined to become the most avant-garde and eco-sustainable area of the city. All these characteristics - perfectly matching the founding philosophy of the Replay brand– make of Porta Nuova the ideal location for launching our revolutionary retail project where the consumer will be the protagonist of a unique experience as part of the Replay world.

Manfredi Catella, CEO, Hines Italia SGR, commented, “Porta Nuova is an Italian work of art that shows how this country can give life to internationally competitive projects. This area is becoming the stage that can offer the best visibility for Italian companies, talents and products.”

Hines is involved in managing real estate funds of beyond €30 billion. It operates in Europe, the US, Latin America, Asia and the Middle East, and has over 100 offices, and 884 developed projects. The company has operated in Italy since 1999 through Hines Italia, founded together with the Catella family, who have been active in the real estate market since 1973, alongside Coima, a professional company specialized in real estate management.

Porta Nuova will be 360,000sqm and will host offices, residential areas, retail spaces and cultural activities. It is the biggest requalification area of Milan ever. The project in requalifying the area is the result of three master-plans related to the Garibaldi, Varesine and Isola areas, respectively, developed by the Pelli Clarke Pelli Architects, Kohn Pedersen Fox Architects and Boeri Studio architecture studios. In the heart of the requalified area there will be a new green area- I Giardini di Porta Nuova, a 90,000sqm public are hosting over 1,500 trees. A series of important public transport services such as the metro line 4, the urban railway system “passante ferroviario” and two high-speed railway stations will also cross Porta Nuova.

Hines will be flanked by other investors such as Insurance group Unipol, TIAA CREF (Teachers Insurance and Annuity Association, College Retirement Equities Fund), Coima XXI, Galotti, HICOF (Hines Italia Core Opportunity Fund), MHREC fund (Monte Paschi Hines Real Estate Crescita, fund managed by Hines Italia SGR S.p.A) and sovereign fund Qatar Holding. Financing banks involved are Banca Intesa San Paolo, UniCredit, Banca Popolare di Milano, Monte dei Paschi di Siena and Hypoteken Bank Frankfurt AG.

Fashion Box is presently active in the Middle East market, Asia, America and Africa for a total of over 50 countries. The wholesale network counts for 3,000 doors and 200 monobrand stores. The company’s yearly turnover is €219 million, 85% of which comes from export.