VF Corp. will be opening its first multi-brand store, called Orefici 11 Milano, in the autumn. Located in the Italian city, the three-level, 22,000-square-foot store is meant to reflect its surroundings, mimicking the courtyards, façades and balconies of typical Milanese apartment buildings, the so-called case di ringhiera (guard-rail houses). As for the assortment, the store will carry products primarily from The North Face, Timberland and Napapijri. The premium collections of other VF brands will be making occasional appearances, notably at The Lab, a section on the ground floor dedicated to product collaborations and limited releases, with fitting rooms and “common areas.” According to VF, the store’s digital features will make it “immersive” and provide “virtual journeys.” The building that contains the store has received LEED Gold certification for adherence to environmental standards. According to VF’s group president for EMEA, Martino Scabbia Guerrini, the store’s format is intended to serve as a “template for future VF multi-brand stores in other regions and cities.”

Topics