PARIS — Cerruti is back and, this time, it’s brought company.
The brand, famous for men’s tailoring, has reopened its Paris flagship at the foot of the Madeleine church as a concept store featuring a host of fellow luxury brands.
Philip Treacy hats, Causse gloves, Frédéric Malle home fragrances and Pinel & Pinel trunks are among the extras showcased alongside Cerruti’s men’s and women’s ready-to-wear, watches, jewelry, eyewear and leather goods in the 4,000-square-foot boutique.
“Cerruti is changing,” said chief executive officer Florent Perrichon. “The Cerruti brand is, above all, a lifestyle. Our products express this, but our products are not the only ones that express it. We want to share with our customers brands that possess a unique know-how and whose products are coherent with ours.”
Closed for a year due to various construction delays, the unit — Cerruti’s only remaining freestanding store — has been designed by French architecture firm CBA Christian Biecher & Associés based on a nature-inspired theme.
The ground floor, which houses a mixture of men’s and women’s collections, features cream Portuguese stone floors and ceilings and a forest of pillars covered in raw poplar wood. At present, these frame a display of mannequins and printed poufs designed by Maurizio Galante for founder Nino Cerruti’s Cerruti Baleri furniture line.
The first floor, dedicated to classic men’s wear, is delineated by a series of mirrored cubes. Throughout the store, display cases and oversize cushions are trimmed in quartz-colored leather, set off by handwoven deep-pile wool berber carpets.
Meanwhile, the exterior facade is a patchwork of polished glass of three different transparencies inspired by the textured glass bottle of Cerruti 1881 perfume.
“This represents a real break away from black-and-white minimalism,” noted Perrichon of the decor.
Indeed, fans of the Cerruti that dressed Richard Gere and Julia Roberts in “Pretty Woman” and outfitted the cast of “Miami Vice” in the Eighties will have to recast their vision of the brand. After going through a string of new owners and designers, culminating in its 2006 purchase by private equity firm MatlinPatterson, Cerruti is hoping to make a comeback under the creative direction Richard Nicoll for women’s wear. .... The brand recently named Zoran Bosanac artistic director of Cerruti, with overall responsibility for visual communications and image. Bosanac began his career in fashion as head of product development for Maurizio Galante and spent eight years with Paris retailer Maria Luisa as buyer and artistic director in charge of its men’s boutiques. It is understood Cerruti will shortly name a successor to current men’s wear designer Jesper Börjesson, who is leaving for personal reasons.
This fall, the company plans to revive the made-to-measure tailoring that made the brand popular with Hollywood stars including Jack Nicholson and Harrison Ford by relaunching a semibespoke service that had been suspended for close to a decade. Though it will cater mainly to men, the service will eventually encompass women’s suits.
Cerruti is also revamping its accessories business, having recently signed new licenses with TWC for watches and jewelry and Nigura Metzler for eyewear.
The store is designed to cater to an upscale clientele with spacious changing rooms featuring amenities such as plasma screens and refreshment areas. Similarly, there is no central cash register — instead, customers making a purchase are attended to individually at one of the store’s jewelry bars using mobile payment terminals.
Indeed, mobility is a central concept of the store, whose fixtures can be changed at will. The space, which opened on July 17, will be officially inaugurated with a party on Oct. 1 during Paris Fashion Week.
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