The search for the ideal space in this strategic area took some time, because, according to the CEO of Brunello Cucinelli in North America, the location and quality of the store are crucial for a luxury brand.
The renowned Italian brand Brunello Cucinelli has just opened its third store in Florida, located in the heart of the vibrant Miami Design District.
Liana Khassanova, realtor and director of LUSTER Group Real Estate, was present at the event.
This two-level, 4,500-square-foot space joins existing boutiques on Worth Avenue (Palm Beach) and Bal Harbour, consolidating the brand’s presence in the state of Florida.
“Miami is a dynamic city full of energy,” commented Massimo Caronna, president and CEO of Brunello Cucinelli in North America.
“It has a cultural appeal that attracts international personalities from the world of entertainment, music, and hospitality. When you think of the Design District, you think of creativity, and that is what identifies us as a brand.”
The search for the ideal space in this strategic area took some time, according to Caronna. “For a luxury brand, the location and quality of the store are crucial,” he said.
“The layout plays an important role in building our business future. In the world of luxury, exclusivity creates desire, but essentially, we are a lifestyle brand.”
That is why the company focused on creating a store where customers feel comfortable immersing themselves in the Cucinelli universe.
The space features a bar for enjoying a cappuccino and eschews traditional cash registers, creating an atmosphere more akin to a living room than a conventional retail store. “It is a physical platform to convey our philosophy,” Caronna explained. “The personal touch is extremely important for our brand.”
“We create a memorable experience for the brand’s friends and foster long-lasting relationships,” Caronna added. “We always say that starting a relationship is easy, but maintaining it is more complex. This space is a place to meet with friends who want to live the brand, beyond simply wearing it.”
Distinctive design elements include a stone carpet on the ground floor and a central piece of furniture made from wood reclaimed from an early 20th-century grocery store.
On the second floor, designed to replicate a living room, we find 1960s armchairs and a fitting room with a large bamboo mirror that evokes Miami’s palm trees.
The boutique offers men’s and women’s clothing and accessories, as well as fragrances, glasses, and lifestyle items.
Noteworthy is the recent launch of the Brunello Cucinelli eyewear line in collaboration with EssilorLuxottica. Caronna noted that sales are almost evenly divided between men’s and women’s lines.
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