Patrizia Pepe rolls out hub store concept for the first time outside Italy and makes a comeback in the Netherlands

The opening of the Patrizia Pepe Hub on Leidsestraat in Amsterdam marks two milestones for the brand. It is the return of the Italian brand with its own physical store in the Netherlands and it introduces the hub store concept outside of Italy for the first time. FashionUnited speaks exclusively with co-founder and creative director Patrizia Bambi.

The hub store concept exists alongside the regular Patrizia Pepe concept, creative director Patrizia Bambi told FashionUnited during the opening night. The hub concept is a flexible and dynamic concept that can be easily implemented and adapted for various locations and cities. The brand retains as many elements of the store as possible where they move into. The interior of the store thus remains authentic and only bricks are used as display stages and steel pipes are used as vertical grilles and racks. It is a clean concept with a certain edge.

The new Patrizia Pepe Hub in Amsterdam, images via UPR
The new Patrizia Pepe Hub in Amsterdam, images via UPR

Bambi indicates that she consciously wants to keep the character of the store and that she wants to add Patrizia Pepe’s sauce on top. She doesn’t want to renovate and empty the entire store. “It’s not building a store, it’s implementing my soul in the store,” explains Bambi. The hub concept is also special in another way because not only the clothing is central, but also art and culture. “It’s a laboratory and combines fashion, art, music and visual design.” During the opening there will be two performances by dancers who will of course wear outfits from the brand’s new collection.

Patrizia Pepe makes comeback in the Netherlands with new store concept

The choice for Amsterdam arose from the fact that the right building presented itself. “The store came my way and I decided to embrace it,” says the creative director. Bambi indicates that he also has a love for Amsterdam. “It’s a beautiful city with a nice atmosphere and I think the concept of the hub fits well with the city and the people here. Amsterdammers love fashion but also the calm and relaxed vibes of the concept.” The entrepreneur and designer indicates that it has been decided not to decorate the concept too much and fancy to make. “Sometimes you walk into a store that is very decorated and very fancy, and it makes you shy. We just want you to feel comfortable and be yourself. The concept provides space for that.”

The new Patrizia Pepe Hub in Amsterdam, images via UPR
The new Patrizia Pepe Hub in Amsterdam, images via UPR

Anyone who has lost sight of the brand for a while will also be surprised in the store by the new direction the brand has taken. Or rather the old direction, according to the conversation with Bambi. During the pandemic, the creative director and co-founder thought about what exactly she wanted to make. She decided to go back to the very first idea she had for the brand in 1993. The brand has therefore gone back to its roots and goes for the ‘Glamour rock chick’ woman, but do not forget to include the elements of sport and comfort. The collection is therefore sexy, qualitative, with an element of sport, but the comfort has certainly not disappeared. Bambi points out the dancers on the opening night who are wearing a knitted look, but still look powerful and feminine.

What lies ahead for the Patrizia Pepe brand? Bambi indicates that it hopes in any case for the introduction of the hub concept in Paris. “Fingers crossed,” she indicates, hinting at a possible store opening there. It would be Patrizia Pepe’s first own store in France. “And after that, we also want to bring the concept to other stores in Italy.” home country in Milan, Rome and Naples. In addition, the company has also invested heavily and is looking at other markets such as the United States. “We want to be able to show how strong we are there.”

The new Patrizia Pepe Hub in Amsterdam, images via UPR
The new Patrizia Pepe Hub in Amsterdam, images via UPR
The new Patrizia Pepe Hub in Amsterdam, images via UPR

Source: fashionunited.nl by fashionunited.nl.

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