Il Gufo opens in a new location in the heart of New York
Photo Oskar Landi©
The Italian children’s clothing brand continues its retail development strategy, announcing the relocation of its Manhattan boutique.
The new flagship store remains in Madison Avenue, at 997, but its surface area is tripling in size to allow the display to be more in line with the positioning of the collections. The quality of the brand will be expressed more authentically with a design in which its traditional canons are revisited through new materials, creating an image more aligned to the form of the garments and the value of their production chain.
Photo Oskar Landi©
Photo Oskar Landi©
Photo Oskar Landi©
Ensuring continuity with the previous concept, hornbeam and oak details dominate, paired for the first time with sophisticated inserts reminiscent of Carrara marble for a more bright, contemporary look.
The steel in the original designs gives way to details in burnished brass that blend seamlessly with the materials of the furniture in a harmonious space where new combinations of materials create a different feel.
Photo Oskar Landi©
Photo Oskar Landi©
“Our goal was to evolve the concept within an advanced, precious and sophisticated framework so that we could express the value of the quality of our product in a more faithful, direct and effective way, it now contains the highest levels of research and quality dedicated to the world of children” – says Alessandra Chiavelli, CEO of the brand and driving force behind the retail strategy project.
Large windows open up to their full width towards the interior of the boutique, leaving window-shoppers utterly captivated by the spaces.
A number of handmade pieces, such as the large tree, have been designed especially for the brand’s flagship stores.
The second opening marks a significant milestone for Il Gufo’s international expansion, an aim that has always been primary for the brand and one that is exemplified through their directly-managed boutiques in Milan, Rome, Treviso, Paris and London. This is in addition to the brand's stores in Moscow, Dubai, Kiev, Odessa and Kuwait City, managed in cooperation with exclusive local partners.

Il Gufo is available in 45 countries, and over 450 sales points.

Photo Oskar Landi©
The new boutique concept has been elaborated thanks to architect Antonio Antognoni.

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