LuisaViaRoma to open pop-up store in New York, renovating Florence boutique

Italian luxury fashion retailer LuisaViaRoma has announced the opening of a pop-up store in New York, and the make-over of its long-established Florence boutique, which will turn into a fully fledged home.

In 2019, LuisaViaRoma will also celebrate two landmark anniversaries: its Florentine store’s 90 years in business, and the 20th anniversary of the launch of its e-commerce site.


LuisaViaRoma’s Florence boutique - Facebook/LuisaViaRoma

Andrea Panconesi, CEO of LuisaViaRoma, talked about the latest plans at the launch of the 13th edition of Carine Roitfeld’s CR Fashion Book (with artist/designer Heron Preston, top model Soo Joo Park and pop musician Honey Dijon) in Paris.

Paris was actually the birthplace of LuisaViaRoma, in the 1920s, when Luisa Jaquin married Lido Pianconesi from Florence, and opened a first milliner’s store, which then relocated to Florence, where Lido Panconesi added womenswear to the range. After Lido’s nephew Andrea Panconesi joined the firm, LuisaViaRoma became renowned internationally and launched its e-shop.

LuisaViaRoma’s latest projects are the opening, between November and December, of a pop-up store at Manhattan’s Spring Studios, and the transformation of the Florence boutique into a genuine home, complete with lounge and kitchen.

"Our next project is to turn the Florence store into a house, with lounge, dining room, kitchen, bedroom and a bathroom to showcase beauty products,” said Panconesi.

The project is called ‘LVR Home for the Holidays’, and is the brainchild of interior designer Cristina Celestino. Each room will feature LuisaViaRoma’s various clothes, accessories and beauty collections.

Translated by Nicola Mira

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