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Replay Opens New Milan Flagship

Store design evokes filmmaking process

Published

10 years ago

September 23, 2014

Sarah Whitman

Italian jeanswear brand Replay (Treviso, Italy) will open its newest flagship — dubbed Replay The Stage — in Milan’s Piazza Gae Aulenti in two weeks.

The new concept store is the result of a partnership with Roman and Williams Buildings and Interiors, a design studio specialized in creating movie scenes and luxury hotel interiors, reports Sportswear International.

“Our Replay The Stage store is developed in order to re-create a movie set, equipment and back-of-house departments that together embody the filmmaking process because we feel that every customer is important to us and, while entering our store, he has to feel like an actor at the center of the stage,” Replay owner Matteo Sinigaglia, told Sportswear International.

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