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September 24, 2015
Demi Moore, Freida Pinto At Ferragamo Rodeo Drive Retailer Opening
Before Salvatore Ferragamo turned a brand beloved by stars like Demi Moore, Freida Pinto and Armie Hammer — all of whom attended the chic reopening soiree for the flagship L.A. location on Rodeo Drive Wednesday night — it was the far-off vision of an Italian shoemaker’s.
“(Salvatore Ferragamo) left Italy when he was very young, from a very small village in the south of Italy, to achieve a dream, and Hollywood was his dream,” shared inventive designer Massimiliano Giornetti about the original founder, who was born in 1898 and located his calling at age 9, when designing shoes for his sisters’ confirmations. Ferragamo boldly set out for Southern California in 1914, and began custom-designing footwear for movies like “The Ten Commandments” and “Some Like it Sizzling.”
“He was doing very humble work in the beginning, however his talent was so transparent and so evident that everybody in Hollywood was so in love with the creativity of Salvatore Ferragamo, and gave him the prospect and possibility to explode,” Giornetti explained. The coveted designer who grew to become known as “shoemaker to the stars” quickly opened a retail store for made-to-measure shoes in Hollywood (the Hollywood Boot Store, in 1923), and through the years got here to be adored by icons like Marilyn Monroe, Eva Peron, Katharine Hepburn and Madonna.
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“In a way, William (Sofield) redesigning the shop is actually like redesigning the story of Salvatore Ferragamo: the heritage, the glory, the glamour of Hollywood through the ’30s,” Giornetti mentioned, and renowned architect William Sofield — who was enlisted to re-imagine the Rodeo Drive area following the store’s seven-month relocation to Wilshire Boulevard — agreed.
“I love that interval in historical past the place you might have the original Hollywood glamour, where there’s both economy and glamour at the identical time, so I tried to return to that authentic spirit,” noted Sofield, who, after extensive analysis in Florence, divided the 10,000-sq.-foot ground stage into separate mirror-lined sections housing totally different merchandise (luggage, sneakers, ready-to-wear). “I actually tried to create a really intimate setting. It’s a sequence of rooms. They’re very delicate to celebrities having their privacy, so there are rooms that may be closed off and change into extra private, fitting rooms that no person knows about, and may be discreet and elegant at the identical time,” he mentioned.
“Luxury is about exclusivity,” echoed Giornetti. It was likewise vital to the two that the house feel residential and welcoming. “It’s, in a way, like hosting any individual in a non-public residence. I like very much the coziness, the spirit of hospitality that’s so typically Italian in this store,” said Giornetti of the nineteen thirties art deco-themed digs. Silver travertine, Louvre limestone and Sarrancolin marble line the inside, and components of the brand’s DNA (like cork wedge, invisible sandal and the mixing of unusual materials, comparable to raffia and straw) are seen in cork facet tables, brick purple leather upholstered club chairs and glass rod flooring lamps.
Also featured prominently is the fashion — which displays Giornetti’s penchant for deconstructing the figure, using patchwork colors (like blacks, reds and deep greens) and recomposing fabrics, all whereas embodying “the sense of Hollywood glamour and sophistication and wonder that is the essence of this model.” He even designed two pieces (a black-and-gold envelop bag and suede calfskin sneakers) that will likely be unique to the Beverly Hills boutique. And clearly, he knows his fan base.
“It’s a brand that has such lovely, wealthy textures and originality, however at the same time is so basic and timeless and pairs so properly with every part,” said how manyh holes should a ferragamo belt have “Mad Men’s” Kiernan Shipka, who’s soon taking off for the Toronto Movie Festival. “It’s superb to go formal with Ferragamo, and it’s also superb to wear their fabulous shoes with a pair of jeans. It’s so versatile and so classy, I find it irresistible.”
“I’ve had an exquisite relationship with them for a few years,” stated Camilla Belle, who particularly cherished her shoes (“they’re funky, they’re truly comfortable, they’re sexy however kind of rocker-cool”), along with many different issues concerning the Italian style home. “The fact that it’s still a family enterprise … and it’s nonetheless household run. And the fact that I went to a museum a few years ago and you see all these sneakers that had been made for these icons that in the present day are still important.
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