MILAN, Dec 17, 2005/ FW/ --- Thursday night in Rome, Donatella and Santo Versace together with Giancarlo Di Risio, CEO of Versace hosted a cocktail party for around 400 guests to commemorate the opening of its newly renovated flagship store in Rome.

Yet, it is more than just an opening. It is also a celebration of the gift-giving season, wherein a percentage of sales from the boutique from Dec 15 –22, 2005 will be donated to the Breast Health Institute, a charitable organization doing research to cure breast cancer.

The event also marks the beginning of the first breast cancer awareness campaign in Italy, wherein Donatella will head the 2006 initiative.

In the midst of the celebration, it is the newly renovated boutique that took center stage. Covering an area of 262 square meters, spread over two levels, the retrofit converged the architectural features that was signature Versace and the unusual combination of materials such as cream colored marble for the floors, light gray ‘Marmorino’ plaster work on the walls and matt white ceilings.

The result, an integrated appearance that is strikingly modern, streamlined and elegant throughout.

For the furnishings, lacquered black wood and extra clear “Antelio” crystal. The interplay of lights, used as a decorative effect, helps to create an even more sophisticated atmosphere.

Though the space functions as one, the differentiation of the boutiques’ offerings is also obvious. The Versace womenswear and menswear main lines together with Versace Home Collection clearly occupy half the store. The other half, in a specially created space is the Versace Accessories area, including eyewear and Versace Precious Items.

This is only one of the many successes in the renovation that was done. Another important facet that was accomplished was the preservation of the special characteristic of the boutique, restoring the original mosaic floors and the mural decorations to retain the company heritage and spirit of the place, while introducing new contemporary aspects of the brand.

As stated by the Versace Group: “We are looking to create an environment where the architecture of the store supports the presentation of our collections in a way which is modern, refined and accessible to our customers”.

The Versace Rome boutique definitely falls within this philosophy and guideline.

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