Word: gabellini
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Dates: during 2003-2003
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...estate holdings and stores. There was little consistency of design--and large corporations absolutely abhor inconsistency. Gucci and LVMH needed to establish firmly in the consumer's eye and mind exactly what each of their brands stood for. "Consolidation intensified the development of a spatial brand identity," says Michael Gabellini of Gabellini Associates, who created Jil Sander's light, white and limestone look...
...wait just a darn minute. Wouldn't you trade a little interaction for a little selection? "Retail comes down to how you shelve and hang things. That's all you can do," laughs Michael Gabellini, head of Gabellini Associates, who designs stores for Giorgio Armani, Salvatore Ferragamo, Ultimo and Jil Sander...
...Gabellini isn't being dismissive of himself or his colleagues. He is simply making the point that behind the glitz is a mission: put the customer in a set--a retail mise-en-scene, he calls it--that seduces him or her into buying. The store, he says, should be "a rational extension of the [fashion] designer." Gabellini spends inordinate amounts of time with the fashion folks, right down to the artisan, trying to understand the craft of each house. Then he puts on his bean-counter hat and assesses the ratio of clothing sales to accessories sales and factors...
...Gabellini's approach to specialization shows in the spaces he has designed. He has become an expert in the reuse of historic buildings. In London, for example, he converted the ultimate historical edifice, the three-century-old Royal Bank of Scotland on Savile Row, into a soaring yet soft retail space for Jil Sander. In the same vein, he created a modern shop in a 19th century building on 57th Street in New York City. In Milan he developed a 100,000-sq.-ft. emporium for Giorgio Armani, draped in soft blue hues, that complements the muted elegance that...
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