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Project

Grottini and Steve Madden

Steve Madden introduces a new Store Design Concept designed
and developed by Grottini Retail Environments.



Steve Madden, Ltd., a leading designer and marketer of fashion footwear and accessories for women and men, through its distributor, Albion 1879 SL, has opened its second Spanish retail store in December 2014. This fashion-forward, New York City based brand will continue its expansion into Spain's growing market. Through an extensive network of international partnerships, the brand is also expanding into emerging markets, notably Middle East, Israel, Poland, Latvia, Lithuania, South Africa and Mexico.  

The brand and Steve Madden as one, is easily America's most successful shoe designer. Considered the fashion footwear mogul of the 21st century, He has been responsible for the design and marketing of the company's trendsetting shoes since he founded the brand over 2 decades ago. His vision to give fashion forward men and women a unique way to express their individuality through style resulted in millions of customers worldwide and propelled his designs to the forefront of the fashion industry. Inspired by rock and roll, fused with a jolt of sex appeal and urban edge, Madden creates products that are innovative, sometimes wild and always spot-on-chic.

Steve Madden is a leader in categories spanning casual to dress shoes and boots to sandals. The collection has gained a global celebrity following, worn by the likes of Heidi Klum, Katy Perry, Lady Gaga, Rihanna, Taylor Swift, and Kate Moss.

Probably the most effective way to describe the new Steve Madden Store Design Concept is "Distilled Urban". The store is a clear and simple expression of the environment where Steve Madden's products thrive. From cool to hot, smooth to rough; the store design makes use of several materials combined in a tasteful framing of the merchandise. The intention is clearly to stage the multiple actors (shoes and accessories) of Steve's collection thus allowing them to tell their retail story. In a similar way, the materials used in the interior design are all authentic or larger than life. The washed concrete floor, ceiling and walls set the tone with a 3D tactile touch that only real finishes can deliver. The use of hi-res screens and visual magnetic graphics textures add to the scenery in an updateable and dynamic way. Warm wood planks and soft quilted upholstery contrast and compliment the surrounding materials. The lighting is theatrical and rational and gels with the black steel trim and details throughout the store. The LED lights that accent the black steel frames make the merchandize seem like they are staged on a Broadway show. Lights, camera, action…let the show begin!

The design pallet of materials is a cross-section of the urban scene and while the design of each individual fixture is essential in form, the material list is a blend of eye catching flavors that make sense when seen together. The list spans from the flooring in ceramic- cement and wood plank finishes from REFIN, Italian ceramics combined with cement, COLORIFICIO SAN MARCO, special paint finish. The MDF wood finish, environmentally friendly, is FUNDERMAX, Austria. Graphics are designed and delivered by GROTTINI COMMUNICATION Italy in partnership with VISUAL MAGNETICS USA. The synthetic leather and violet velvet cloth as well as other finishes such as the rusty steel and aged pine planks are crafted, finished and delivered as the whole store by GROTTINI RETAIL ENVIROMENTS, Italy.



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