RETAIL EVOLUTION

The idea at the origin of the LIU•JO retail concept – i.e. the symbol of all mono-brand stores - is both immediate and natural: the environment hosting the various collections must illustrate the style of the brand and its Italian origin by combining glamour and elegance. Venues are characterised by an intimate and charming atmosphere, as an invitation to discover products in a pleasant and relaxed way: clean shapes and rich materials, discrete lines and dynamic graphic, glossy surfaces and natural stones. Just like very cosy homes, the warm and embracing light shed by precious chandeliers illuminates the spaces and fills the environment with a special atmosphere. The first LIU•JO mono-brand store was opened in Forte dei Marmi in 1998, and since then the lifestyle concept by LIU•JO has found its best expression in a constant evolution and the development of the retail philosophy. The first concept envisaged reflecting mirror surfaces, an element which is bound to remain one of the most distinctive leitmotifs in time. The retail concept was re-designed in 2005: it was dominated by the colour black and the space became the main feature enhancing accessories inspired by design, decorated mirrors on the walls and seductive reflections. The same year saw the inauguration of the Milan flagship store in Corso Vittorio Emanuele. With its 220 sq. m., 3 floors and 4 windows facing the capital of Italian fashion, it marked a decisive stage of the retail project. The Milan store became the symbolic image of the LIU•JO brand: a refined space hosting all the collections, offering its customers a complete, exhaustive and stimulating shopping experience. The new LIU•JO retail concept was launched in 2008: in terms of colours, the store concept was radically changed: black was replaced by white and light by introducing silver, mirror, chrome and glass surface. The soul of the brand discovered a new dimension filled by pure and ultra-feminine atmospheres. Since then, the White Concept has started to be introduced in the various points of sale world-wide: a project of the present already revising the future of LIU•JO spaces, to provide customers with an unforgettable shopping experience. 2010 sees the birth of a new concept dedicated to the universe of LIU•JO Jeans, where the heart of the brand discovers its most street glam soul. At this stage, new concepts are being studied, dedicated to the lines LIU•JO Accessories and Shoes as well as to the LIU•JO Junior collection.