The new experiential hub transforms a former 1970s bank into an architectural and commercial landmark, projecting the city into a new fashion landscape.
The opening of the new hub Preview in Matera marks a key moment in the Italian fashion retail landscape. At a time when the industry is undergoing a rethink amidst the challenges of online retail and the need for more significant physical spaces, Anteprima responds with an ambitious project that puts the experience at its core.
The not-so-random choice of the city of Matera, with its strong cultural appeal and unique history, was enhanced through an architecture that is itself a message.
The former bank building that houses the boutique has been completely transformed, becoming the symbol of the dialogue between matter and formThe design, curated by the studio StorageMilan, uses the historical legacy of the building and the roughness of the Matera landscape to create a discreet and sophisticated luxury.
“This approach is our answer to the multibrand recovery which focus on spatial quality and concept, offering customers a sensory and cultural journey.”
On one hand, the offering of international high fashion; on the other, the environment that celebrates architectural excellence,
transforming the act of shopping into a continuous discovery.
This new location is not just a store, but a hub of attraction that elevates the identity of Matera and Italian luxury retail.
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