Aquazzura expands Florence store as categories grow – WWD

MILAN — Aquazzura celebrates its 10th anniversary with the expansion of its first store in Florence, the cradle of the luxury brand.

The largest 2,160 square foot store allows founder and creative director Edgardo Osorio to showcase the Aquazzura Casa collection. Osorio unveiled a tableware collection in June during Milan Design Week – a development of the home project Osorio showcased in 2020, when he tapped designer Fiona Leahy as co-creative director to develop home-based business.

As a result, the Florence store is the largest Aquazzura store in the world and reflects the brand’s evolution from its core footwear business to a lifestyle brand. In September, Osorio presented a collection of shoes for men, which will be available in the first quarter of next year and the designer is also eyeing eyewear, perfumes and cosmetics.

The Florence boutique is located in the magnificent Palazzo Corsini and the 17th century interiors are reinvented in harmony with the stylistic codes of the brand and now have two additional rooms.

The first is in a vibrant aqua green palette, lit by Murano glass chandeliers. Lavish silk moire fabric walls and a restored pharmacy cabinet with coral pink interiors are key features of the room.

Imposing double doors, decorated with golden trompe l’oeil motifs, open the way to the second room entirely dedicated to the tableware collections of the Casa line. The main shades here are pink and yellow.

Ceramic floor tiles characterized by geometric graphic elements complement the palace’s original Renaissance frescoes with floral decorations in shades of dark green and burgundy.

In the center stands a beautiful alabaster altar in carved wood and glass in golden tones.

Inside the Aquazzura store in Florence.

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This expansion was organized by Casa do Passadiço, which Osorio chose for other recent openings in Paris and Madrid.

In addition to boutiques in Capri, Florence and New York, the brand has stand-alone stores in Milan, London, Miami, Doha, Dubai and São Paulo.

To mark the anniversary, Osorio introduced the Tequila clutch, flanking the sandal of the same name, and unveiled a full-fledged handbag collection to retailers in July which will launch in the first quarter of next year.

The company’s sales are expected to total between 66 and 70 million euros in 2022. Wholesale represents 68% of total sales, but Osorio is considering an expansion of the brand’s retail network, which includes 15 stores. “We want this channel to represent 60 to 70% of the activity in the next few years,” he said.

The United States is Aquazzura’s main market, representing between 40 and 45% of the total, followed by Europe and the Middle East. It plans to expand to Dubai and open a second store in Doha, also eyeing Saudi Arabia. Osorio, who was born in Colombia, also focuses on South America and Mexico, in particular.

Inside the Aquazzura store in Florence.

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