The new Just Cavalli retail project has reached the heart of Bangkok, in the busy Capital Zen multibrand mall, where getting noticed is a daily challenge.
The project was commissioned to the OpenAir Studio. They have devised and created an aggressive, flowing solution, a store – as the proprietors have defined it – that represents a shop-in-shop.
The solution? A series of rusty metal modules which, besides housing garments, work with the available space, dividing it up and adding value to it.

The modules aren’t fixed, they can be easily moved around inside the shop and provide a feeling of new and attractive interiors.
Walls are linear and diagonal sheets of back-painted glass depart from the ceiling.
The match between this custom-made ambience and the type of clothing on offer at Just Cavalli is total: from the studied contrasts between rust and clothes to the venue’s shiny, geometric borders, to the reflections created by the metallized dummies.

The design for Just Cavalli’s new shop strikes you for its ability to synthesize in a few square meters an ad hoc marketing strategy aimed at capturing a specific customer target, respecting and indeed reinforcing the identity of a world-renowned brand.

 

Matteo De Bartolomeis

Matteo De Bartolomeis

Born in Milan, a career in professional publishing with a significant interlude in behavioral and methodology training. He went digital and experienced first-hand the birth and rise of the internet, working in IT publishing in the 1990s. Has been working for 12 years with and for Suite magazine and on b2b publishing projects for the contract and hotel industry, with special focus on the international evolution of design, on trends and transformations in the relevant markets and the role of social media in the industry.