The new Laura Biagiotti store

ROME A flagship in central Rome is one sign of the new course of the Biagiotti Group under Lavinia Biagiotti Cigna’s leadership.

“This is a great investment on the territory and in our roots,” said Biagiotti Cigna, who became president of the group in the wake of her mother Laura’s death in May. “It’s a new beginning for the brand that emphasizes fashion and culture. We want to visualize and design the future, while we  consider our history a patrimony and capitalize on people. For example, we just hired new seamstresses. The store marks a transformation of me as a person and of the company.”

Located in Via Belsiana, the three-level, 3,240-square-foot store combines what Biagiotti Cigna calls fast and slow shopping, with a focus on art and culture, values dear to Lavinia, her mother, and her father, the late Gianni Cigna.

On the ground floor there are gadgets, perfumes, accessories and souvenirs that customers could buy on impulse.

Elements symbolic of Rome and the brand stand out in the store: an imposing helical staircase that reproduces the grooves of a column, often used as a flacon for Biagiotti’s fragrances.


Lavinia Biagiotti

Lavinia Biagiotti Cigna in the store.

There is a lot of white and red, both colors associated with the label, but also references to Rome’s travertine and Chinese lacquer. Laura Biagiotti was the first Italian designer to hold a fashion show in China, in 1988 in Beijing. The designer was known for her use of cashmere and the material is used in feather-light curtains in the store. Artist René Gruau’s drawings of Laura Biagiotti in the Seventies add to the interior design, marked by wood, steel and mirrored arches. Passionate about the arts, Laura Biagiotti and her husband assembled one of the finest collections of paintings by the Futurist artist Giacomo Balla, which is now owned by Fondazione Biagiotti Cigna.

The Biagiotti Atelier is on the top floor, with seamstresses that restore pieces collected over the years. Items such as capes, for example, can be made with archival fabrics.

Biagiotti Cigna emphasized how “fashion is about being, rather than having.”

Responding to the growing request for an experience, especially from Millennials, the company has partnered with Swarovski, allowing to personalize pieces with crystals in a dedicated lounge, and with Campari for drinks in a relaxation area in the store, which is decorated with vintage suitcases and trunk — since travel is also one of the flagship’s themes. “Campari bridges generations, and, as for Swarovski, everybody wants light and crystals,” declared Biagiotti Cigna.


Laura Biagiotti

The Campari area.

There is also a children’s area and a space where, starting in January, meetings and lessons to teach crochet or knitting will be held on Sundays.

On the mezzanine, the flagship carries the men’s and women’s golf collection, including polos, pullovers and eyewear, dedicated to Castello Marco Simone, the site of the Ryder Cup in 2022. Men are invited to indulge in watching sports games projected on large screens.

Laura Biagiotti had been living and working in the Roman countryside since 1980, and later transferred her Rome-based headquarters to Castello Marco Simone, an 11th-century national monument that she and her husband restored. The grounds of the castle feature one of Europe’s most famous golf courses, the Marco Simone Golf & Country Club.

Vice president and member of the board Michele Norsa said the Marco Simone Golf Club is being restructured and upgraded for the Ryder Cup. “It’s the third top sports event after the soccer World Cup and the Olympics,” said Norsa. The cup will be held at the club in October 2022, after Paris and Chicago and before New York. “This is a great opportunity; the cup attracts the best players from around the world as well as the best public and high-end tourism. It will be a great draw to Rome and offer incredible visibility,” said Norsa, adding that improvements will also be made to the property.

Out of the bidding for the 2024 Olympics, Rome is banking on this event, with planned work on infrastructures, he added.

Laura Biagiotti Parfums was the new 2017 sponsor of golf champ Francesco Molinari, winner of the Italian Open last year.

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