A Refreshed Concept for Ferragamo
Ferragamo's newly redesigned boutique at Greenbelt 4 offers a fresh take on luxury and sophistication.
By Art+ Team
April 29, 2024
Hug Bag Campaign
Integrating excellence and innovation, the newly refurbished Ferragamo boutique in Greenbelt 4 has been carefully designed for a relaxing yet extensive shopping experience. An architectural portal of travertine embraces the signature expanses of transparency together with the illuminated brand logos. Modern and sophisticated, the design of the interior mixes different materials with refined interiors that highlight essential forms and contemporary details. The space offers a perfect backdrop for the beautiful displays of the different men’s and women’s categories from iconic shoes, belts, and bags, to small leather accessories.
For Pre-Spring 2024, creative director Maximilian Davis explores the multi-generational archetypes of the Italian family, refracting the codes of their wardrobes through his particular lens and reconsidering classics with contemporary clarity. “I feel as though, in Italy, even the pieces people wear at home have a sense of luxury through the craftsmanship of their creation,” Davis says. “Here, a luxurious way of dressing is considered through an everyday elegance that I find incredibly inspiring.”
Pre-Spring 2024 Campaign
Moving to accessories, the Fiamma Bag is a unique, eye-catchy edition to the shoulder bag collection. A touch of contemporary elegance, the new signature piece debuted for the Pre-Spring 2024 collection taking its name from the first daughter of Wanda and Salvatore Ferragamo. Fiamma was the natural heir to expand Ferragamo’s legacy, the one in the family who took the creative talent from her father and who designed iconic products like Vara flat and the Wanda bag which was designed for her mother.
Fiamma bag is a classic silhouette, brought to life with an asymmetric front flap that is fastened by a metallic closure, inspired by a design from the Eighties. Made of dappled calfskin, it has visible stitching around the edges and a spacious, lined interior with flat pocket and slots for cards and documents. The rounded organic shape of the handbag is a new signature of Creative Director Maximilian Davis. The “imperfect” line creates a movement which gives the bag a new femininity and sensuality, and makes it a one of a kind style.
Fiamma Bag - Black
Unveiled at the Ferragamo Fall-Winter 2023 runway show, the shape of the Hug bag is inspired by the representation of a hug: an emotional gesture both for its embracing shape and for its tangible and intangible way of elevating the labour of every craftsperson committed to the making of this elaborate design. It is the quintessence of Ferragamo’s enduring legacy of craftsmanship and creativity: an object of timeless elegance and intricate refinement that reaffirms our origins and our innate reference to the unparalleled mastery of Florentine artisans.
In his creative process, Maximilian Davis sees heritage in modernity, and luxurious sophistication in everyday ease, looking at tradition with respect and admiration while pushing the boundaries of what leather, metal and flair can bring to life. Paolo Ventura, Italian artist, has injected new vibrancy to the Hug bag, through his interpretation by painting the images.
Rendered in soft and hard textures – from grained leather to brushed calfskin, patent leather and nubuck – the Hug bag features an asymmetrical silhouette with folding side panels that extend to the front to allow locking and unlocking the oblique Gancini closures. The colour palette plays with classic tones and vibrant hues of black, midnight blue, yellow, optic white and Ferragamo red, with gold or palladium finished hardware.
In the Philippines, Ferragamo is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 4, Rustan’s Shangri-La, and Rustan’s Makati.
