French luxury line Faconnable has decided to bring its Costa Mesa, California outpost into the 21 century with a new store design that takes it cues from the company's heritage. Started in Nice, France in 1950, the high-end retailer that once exclusively designed tuxedos for celebrities to wear at Cannes, and is now known for its impeccably-tailored men's and women's wear, is getting back to its roots. The company rolled out its plans for a facelift of its U.S. stores, inspired by none other than the French Riviera. The Costa Mesa store, located in a shopping mall, will be the first to try the concept, chosen for its dated late-nineties decor of cherry wood and mahogany fixtures. The 4,400-square-foot unit, which houses the men’s and women’s wear collections, will soon reveal a blueprint developed by artistic director Eric Wright. When finished, the new store will replace an older one elsewhere in the shopping mall. According to the company's reps, the materials planned to revamp all the stores will include chevron-patterned unfinished white oak floors, honey colored oak paneling, limestone and millwork inspired by the furniture of Jean Michel Frank, a renowned French decorator from the Thirties.
The idea to update the label's spaces came from Alberto Lavia, chief executive officer of the company since earlier this year.. In designing the new image of the spaces Lavia wanted to draw on the connection of the two locales surrounding the brand's headquarters —Monte Carlo and Nice. "This new visual identity further strengthens the strong links between the Façonnable brand and its heritage,” he said. “The new stores will be able to showcase our collections in the perfect environment and communicate the repositioning of the brand as one of the leading players in the luxury sportswear niche.”
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Along with the reviving the look of the stores, Lavia also has plans to double overall sales in the next five years from from their current estimated 200 million euros, or $286 million at current exchange. The two stores slated for overhaul following the Costa Mesa store will be one in Atlanta on schedule for Aug. 15 and one in San Francisco slated for Oct. 31. We can't wait to see the end result!
Article and Photo Source: WWD