Levi's has opened its first store in Venice, Italy on Friday, during the city’s celebrations for Carnival.
The six-window store occupies two floors in Campo San Luca at the corner with Corte Teatro. Its opening party started with a fun and festive procession through the city’s “calli” (the tight long and curvy streets), as typical for Venice Carnival and reached the shop where a special art, fashion, music and lifestyle experience took place.
For the occasion artist Cento Canesio created a special shop window. He customized Levi’s pieces live for all those who purchased any item. Other ambassadors for the special occasion enlivened the party. Among them were young talents who participated in IED Institute’s pattern maker course.
Walter Del Monte, retail director, Levi’s Italy, Spain and Portugal, explained why Levi’s opened this store and what the brand’s next expansion plans in Italy are.
What’s especially new for the Levi's Store in Venice?
We created an exclusive in-store experience with the presence of a full customization area, bringing our best tailor denim expertise in Venice and including a print bar system that allows consumers to personalize their items. The look and feel is rooted in Levi’s DNA, with wood and steel material bringing it back to Levi’s own pioneer spirit.
Levi's has already opened a few "Experience Stores" in Berlin and Antwerp. Is this Venice one similar to them or does it follow some different concept?
Since Venice is a key location, we integrated a full customization area only developed for our key doors, with a view to create a unique customer experience.
Why did you choose Venice?
In our expansion plan for 2019 and 2020, for sure Venice is one of the milestones of the Levi’s fleet in Italy. Venice is one of the most famous and historical cities in the world, and the presence of Levi’s here will be another signal of how this American brand is passionate about our country.
Are you planning to open similar stores in Italy? When and where? And what will they look like?
This year we have several important projects on the table–some of them are already confirmed and others are in progress. We are planning openings in Sicily, Naples, Rome, Ravenna, Genoa and Milan.
For sure one of our most relevant projects will be the store in Milan, on via Orefici, which is becoming a new focal point of fashion for the city, in the same building hosting the new Starbucks Café and other important international fashion brands.
This store will be set up with a new layout concept focused on two main points: younger generations and customization.