Ann Demeulemeester Repositions as a Lifestyle Brand

Marco B Divaio

The Antwerp flagship store of the iconic fashion brand Ann Demeulemeester will reopen its doors on Thursday. The store opening in Antwerp next Thursday is the kick-off for the brand’s relaunch. The premises, a former naval school dating from the 19th century, were completely renovated and redecorated under the direction […]

The Antwerp
flagship store of the iconic fashion brand Ann Demeulemeester will reopen its
doors on Thursday.

The store opening in Antwerp next Thursday is
the kick-off for the brand’s relaunch. The premises, a former naval school dating
from the 19th century, were completely renovated and redecorated under the
direction of Patrick Robyn, the husband and Creative Partner of Ann
Demeulemeester.

The interior radiates an intimate atmosphere
with white canvas walls, black curtains, a beautifully restored wooden floor,
and ambient LED lighting. The concept will serve as a model for new stores that
will open in two to three years in cities such as Paris and Milan. There will
be shop-in-shops in London (Dover Street Market), New York, Tokyo, Beijing and
Singapore. The showroom in Paris will also be refurbished.

About a year ago, the Belgian fashion label
gained a new owner. Italian retail entrepreneur Claudio Antonioli took over the
trademark rights, the archive, the head office and the flagship stores in
Antwerp and Paris.

“Nowadays, Ann Demeulemeester is a lifestyle
brand, and we want to visualise that,” Antonioli told Sabato. Besides
clothing, the boutique will also sell tableware, lamps, furniture and, in a
later stage, perfume from the fashion house.

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