The Mauro Grifoni brand was founded two decades ago in Northern Italy, and although it has five stores in the homeland and multiple stockists across the planet, it looks as if only now the brand steps into the international limelight. After forging a multifaceted collab with Cate Underwood – a london-based creative who’s not only the current face of Mauro Grifoni, but also the photographer of the current self-portrait campaign and a deejay – the brand has launched an international retail expansion with the opening of a store in Amsterdam.
Situated in the leafy Zuid area, the corner store is part of a numbered concept range of high-end boutiques of the dutch franchise takers, and features an interior designed in collab with local practice Framework Architects.
Emulating the refined elegance of lofty private apartments in the french capital, intricate relief panelling adorns the walls and ceiling. The ornamentiation is balanced by glazed brick flooring – a witty reference to the pavement outdoors – and fishbone parquet on the mezzanine floor. Whereas the front section features wooden shelving, a stunning graphic chrome shelving system takes center stage upstairs, complemented by clothing racks crafted from the same material.
The new Mauro Grifoni store features the brand’s men’s, women’s and children’s apparel, shoes and accessories collections. The brand already has plans to open up shop next in one of the booming markets in the far east.