On Friday February 1st, 2013 the Italian brand Mauro Grifoni opened its first flagship store outside Italy, in cooperation with Aebe and Carlo Ferilli. The shop is part of a numbered concept clothing stores in the Cornelis Schuytstraat in Amsterdam. After 1 and 2, Mauro Grifoni is number 3 in the series. Founder and designer Mauro Grifoni opened the store in person. After that, Cate Underwood, multitasking model, DJ and photographer, gave a special DJ performance. Cate Underwood has been the face of the brand since two seasons. The campaigns are shot by Cate herself with an instant-film camera.
The design of the store is eclectic chic but most of all serene. The design is reminiscent of Parisian apartments, with floor to ceiling paneling and secret doors behind which are hidden stairs and fitting rooms. The use of color is a combination of greiges from the same color family. Custom-made displays in various colors give the store a young edge. Chrome shelves and cabinets, ceiling ornaments and special tiles at the entrance are all custom-made for this Mauro Grifoni flagship store in collaboration with Framework Architects.
Mauro Grifoni begins in 1992 in a small workshop in Caldogno Italy with a collection of handmade shirts. Together with business partners Sesso Ilaria and Andrea Breda Mauro Grifoni forms a foundation for the brand of which he the creative brain. Meanwhile, the brand has become a new-luxury brand for men, women and kids. Quality and style are paramount. The style is refined and elegant. In 2002, the brand opens its first flagship store in Verona, and openings in other Italian cities follow, including Padua, Brescia, Bergamo, Treviso and Milan. Grifoni opens its first flagship store outside Italy, in Amsterdam. Mauro Grifoni also has outlets in Japan, Germany, Belgium, Scandinavia, Spain, Austria, Switzerland, Russia and extends to England and America.
Mauro Grifoni x 3
Cornelis Schuytstraat 33
1071 JD Amsterdam