The company launched its renovated flagship store in Beverly Hills, unveiling a sleeker, more understated side of the decadent Versace style. In addition, creative director Donatella Versace will accept the Rodeo Drive Walk of Style award on Thursday night.
The 5,000-square-foot unit here was the first that the company overhauled from top to bottom.
“Everything is completely brand new, from the floors to the shelves to the ceiling,” said Roberto Lorenzini, president and chief operating officer of Versace USA.
The black-and-white color scheme is accented with Italian crystal display units and glossy black terrazzo marble floors, juxtaposed with matte white walls and ceilings.
“This is a new concept defined by Milan,” Lorenzini said. “For the U.S. market, the renovation is definitely an important step for us, because it’s going to show what Versace is becoming…The boutique is more sophisticated, elegant and modern.”
The store maintains a Rodeo Drive address — 248 North Rodeo Drive — but is located in the open-air Two Rodeo shopping complex, which intersects the iconic shopping street. Tiffany & Co., Gianfranco Ferré, Badgley Mischka and Gucci Fine Jewelry are among Versace’s neighbors in the center.