Versus Versace has announced the opening of a new store in the Bullring Shopping Centre, Birmingham, in the new concept conceived by Donatella Versace in collaboration with English architect Carmody & Groarke. The store occupies an area of 260 square metres, expressing the brand’s indivisible link between physical collection and virtual content. The heritage of the Versus brand is foregrounded through the re-appraisal of Versus Versace patterns etched into sculptural metal furniture. Innovative store materials, spaces and retail display are cast aside, in favour of a dynamic and immersive installation of two-way mirrors precariously balanced in delicate brass frames to deliver the spectrum of the Versus Versace collection, customer and streamed on-line content. At the heart of Versus Versace, is the VERSUS VERSACE collection which remixes the Versace DNA, resulting in completely new pieces in sharp silhouettes with iconic motifs that transcend seasons. In the 21st century, the Versus Versace rebel community live their lives online and the digital spirit is underlined by the monitors all around the store.

www.versusversace.com
www.versace.com
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