REPLAY Unveils Flagship Store In True à la mode Style

REPLAY, one of the most celebrated names in Italian fashion and jeans, today inaugurated its flagship store at Kuala Lumpur’s most premier shopping centre, Suria KLCC.  Located at lot 127, on level 1 of the shopping centre, the REPLAY store is 1,655 square feet and boasts an interior design concept that is fashioned after the REPLAY Concept Stores in Europe and internationally. 

The store concept celebrates the innovative use of materials like luminescent glass, non-conventional ‘methalide’ lightings, rusted metal, compressed broken marbles, and volcanic rocks to create a hyper-realistic yet anti-conventional dimension that is beyond space and time.  The conventional merchandising layouts are reversed, eliminating the traditional clothes hanging sequence.  Instead, it is replaced with ‘arpa’ (harp like) hanging rails.  The extremely chic cash register area is furnished with perforated steel with glass top and the flooring is made of special resin.  In fact the overall theme reflects warm and cozy colours of the earth and its rich mineralogy. 

Lighting plays a fundamental role in the overall display, as it is specially designed to enhance the materials, colours and the environment of the store.  Integrating so well with the setting and constituting proper furnishing elements, the lighting effects are perfectly functional in bringing out the merchandise in the store. 

According to Jacques Dongradi, Head of REPLAY Hong Kong and the Far East, the flagship store shows off a trendy, easy-to-shop interior, with large window display and chic showcases that attracts customers to visit and to peruse the store with ease and comfort. 

“We want our store to tell a story, through the poetic use of materials.  The architecture is designed in such a way that it does not just showcase the merchandise for the sake of it, but showcases the character and attitude of REPLAY.  When we enter a shop, we do not just look at the merchandise, but it is sometimes the overall concept of the store that evokes our senses to feel, touch, view, hear and last but not least, to have fun and be surrounded by the things that attract us.  Thus, it is important for us to enhance the overall shopping experience of our customers with our creative store concept.  This trend is much more common in stores specializing in apparels and fashion, as they are closely linked to lifestyle and outlook of people,” said Dongradi.

In conjunction with the launch, REPLAY also showcased its Spring / Summer Men’s, Women’s and Denim Collections 05 in a colourful, hip and funky presentation.  More than 100 guests, customers and celebrities came for the à la mode tea-cum-fashion party.