Cerruti concept store
As a fan of bricks and mortar shopping, I like to see brands doing things differently and Cerruti has done something bold with its newly relaunched Paris flagship boutique. Embracing brands with a similar sensibility, it now sells Philip Treacy hats, Frédéric Malle home fragrances and Pinel & Pinel trunks alongside its luxury tailoring. This sort of curated concept store only works if the mix is perfectly realised. Too many obviously similar brands and the result is blah and even damaging, but a clever, unexpected mix can increase footfall and create a buzz.
Cerutti isn’t a brand I take notice of but I’d make a trip to the store just to check out how they’ve selected and merchandised the complementary brands. In fact, any store selling old-school, luxury luggage would get me through the door, particularly when it’s as fancy as this…
