Images: Pasquale Formisano

From Fabio Novembre:

The brand that has become a symbol of modernity and femininity, confirms its international vocation and presents the new concept that shall characterise its boutiques.

In order to develop the new retail strategy and create an innovative design, WHO*S WHO engaged Fabio Novembre, an eclectic, imaginative and contemporary architect who, with a surprising project, succeeded in highlighting the company’s DNA, with a strong, meaningful and long-sighted concept. The boutiques become an ideal set for a meeting between a man and a woman, represented by outsized sculpted glass figures, that seem to be walking slowly across space while their hands search for each other, until they brush against each other, in a free interpretation that remind one of Michelangelo. A surreal scene, in which the wrought steel walls reflect a multiply reality, making it fluid; the floor, slowly sloping towards the side walls, is the only hint showing the direction to go, because, as the architect points out, “only the spark of love can light the flame of creation”, of any kind. “We like to say that the name Who’s who refers to the search for an identity, to the constant leaning towards something that is not the self”, Mr Novembre insists.