The Palazzo Pucci located on Via de’ Pucci in Florence has been in the family since its construction in the 15th century. At this point, it’s as integral to the family heritage as the colorful, geometric prints on which Emilio Pucci built his fashion empire. When Peter Dundas was hired as creative director of the now-LVMH-owned house in 2007, he was so inspired by the Palazzo that he re-created his Milan studio in its likeness and insists on holding his runway shows at the Palazzo Serbelloni in Milan for its similar atmosphere. It was only natural that when it came time to define Pucci’s new retail concept, which was unveiled Tuesday at its new Madison Avenue flagship, it all came back to the Palazzo.
“It’s kind of like completing the circle of the settings for the Pucci girl and how I want to expose the brand to the public starting with the Palazzo Pucci,” said Dundas, while standing on a purple rug that carpets the back room of the store at 855 Madison Avenue. To his left is a purple velvet couch, which sits in front of fitting rooms with mirrored doors, key elements to the vision of French architect Joseph Dirand, whose other retail clients have included Rick Owens’ London store, Alexander Wang’s in Beijing and Balmain’s in Paris. He is known for his way with marble, of which there is plenty in Pucci’s new space, from the console tables to the windows. It adds a rich, minimalist counterpoint to some of the store’s more Baroque elements, such as brass-trimmed moldings, without being cold. The marble is veined in sunset-hued pinks and purples.
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