Home > Blog > Rifle's re-launch, new languages ??

Rifle's re-launch, new languages ??

MRZ ARCHITETTI designs the new format of the RIFLE Store

The Studio  MRZarchitetti  has always been committed to the affirmation and expansion of major international Fashion and Luxury Brand retailers, and will
accompany the RIFLE brand in an important relaunch activity for its 60th anniversary at the next edition of PITTI UOMO 94.

MRZarchittetti designs the new Store format for the relaunch.

Part of the concept will be previewed in the evocative location of the "Quinte Teatro", at the Fortezza da Basso in Florence from 12 to 17 June 2018. The architectural project becomes an integral part of the Communication and the Brand relaunch strategy. "Jeans age by integrating the change of age, imbued with adventure, the life of the wearer": a quote by Daniel Friedman (Historie du blue jeans, Paris) welcomes visitors inside the Stand and heralds a path of rereading the product as an icon of style and object of desire.

"Reclaiming the original public and opening up to a new target - explains Francesco Marzocca, founder of Studio MRZarchitetti - is the Brand's Mission, and the Space Concept that we designed at PITTI UOMO 94 represents an answer to these objectives. We thought of a great central fifth entirely dedicated to the rediscovery of the Heritage RIFLE: the link with the past and its material values ??With a museum exhibit attitude, the fifth shows the collection of historical graphics of the jackets, which characterized the first collections of the 1960s. " 

The Millenials, the new target.

The concept is designed to offer a truly unique "shopping experience", aimed at the traditional RIFLE public, but also and above all to attract the world of Millenials. The 200 square meters host, in the central part, a large lounge, with a Bar and Meeting Area, which allows you to experience the space in a transversal way.

Internationalization and Future projects.

After the acquisition of the brand by private equity firm Kora Investments, the development of RIFLE looks far ahead. “We have recently completed the Headquarters restyling project. The redevelopment of the offices takes its iconic ideas from the 1950s and 1960s of Italian design and combines the functionality of the spaces with a touch of modernity, mixing styles in a current concept, projecting the brand towards the future relaunch by the new management led by CEO Franco Marianelli.
The Reception is characterized by the original false ceiling in brassed squares (typical of the offices of the 60s / 70s); a wall composed of trapezoidal-shaped elements illuminated and covered in denim, in the various washes and textures, serves as the fifth of the Hall.

The counter, in Italian walnut, presents the cannulated finish typical of the artisan workmanship of the 1950s furnishings. The large ocher rug houses the sofas, unique pieces designed specifically for Rifle and upholstered in denim fabric. Spaces renewed in a key that is very attentive to the trends of the moment which, in their cleanliness and rigor, rediscover with taste the strength of a recent past that today is more relevant than ever.
The added value of our approach - Francesco Marzocca emphasizes - is precisely this: the experience gained over many years in the fashion field, allows us to carry out customized projects integrated with the Communication project ".

Architecture, Design and Communication never as in this moment are disciplines that in order to work must be integrated, with the sole objective of transmitting the values ??

This is why our team, in addition to technical and artistic professionalism, collaborates with professionals from the world of fashion, art and visual communication, contributing to the success of MRZarchitetti projects ".

https://firenzeurbanlifestyle.com/il-rilancio-di-rifle-i-nuovi-linguaggi-della-moda/