02.02.2018Concept store and store concepts: a lesson at Fashion Research Italy, Bologna

Giuseppe Sirica and Giuseppe Zampieri from DCA Milan were invited to deliver the final lesson of the year for the inaugural edition of the Masters programme Design and Technology for Fashion Communication at Fashion Research Italy, a non-profit foundation established in 2015 as a centre of excellence for the Italian fashion industry.


Twenty students were selected for the talk entitled Space and Fashion, a presentation of the projects developed by the Milan office for various fashion brands over the last ten years.


Using the examples of both luxury mono-brand and multi-brand companies, such as Valentino and SSENSE respectively, the presentation looked at both concept stores and store concepts, explaining the differences between them and the terminology of the fashion industry. It also covered the rise of e-commerce and the recent reverse trend back towards physical stores, considering its influence not only on store concepts and design, but also on the wider evolution of the store as a space for fashion in recent years.