Paul & Shark during Pitti Uomo unveiled a new maritime look that will be used in its 280 monobrand stores at a cocktail party held in its boutique on Florence’s chic downtown shopping street via degli Strozzi.

Inspired by the work of Brazilian architect Oscar Niemeyer — known for his sinuous, clean forms — the new retail concept features tempered glass painted blue, eucalyptus, dark wood and minimalist aesthetic.

The Florentine store had a cheerful, holiday look with vivid fruit print panels matching a capsule collection of five polo shirts named after exclusive Italian seaside hangouts: Capri, Porto Cervo, Ischia, Forte dei Marmi and Taormina.

Owner and ceo Andrea Dini said the bright sporting look and atmosphere represent a turn in the positioning of the product as well as the stores.

“The previous look was like an extremely beautiful Mercedes that was seven or eight years old,” said  Dini. “It was time to disconnect from the pure yachting look and link the product to a more sporting look.”

To sell the repositioned product, “the container has to change too,” Dini said.

Dini added that Paul & Shark has been opening an average of 30 monobrand shops per year, including new stores this year in Houston, Moscow, Abu Dhabi and Xian. Sales last year totaled 170 million euros, or $224.4 million at average exchange, and are expected to remain stable in 2014, said Dini.

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