The Stage – The New Milan Replay Flagship Store

Milan, 20 September 2014 – Replay partnered with Roman and Williams Buildings and Interiors to explore an expanded Retail experience, starting with the new 1500-sqm Milan Piazza Gae Aulenti Flagship Store unveiled on September 19, 2014.

The location of the store is in the hub of the city’s edgy new Porta Nuova district. Now definitely the place where it’s happening in Milan.

As a result of immersive sessions in the brand’s history and values, and factory visits to study the denim processes the architects duo conceptualized for Replay the vision of The Stage, inspired by denim’s connection to rebels of all kinds.

Replay The Stage is the first time since starting their firm that Robin Standefer and Stephen Alesch have seized directly on their own deep experience in set design and art direction in the film industry, developing the concept of the working soundstage as store, showcasing both the sets themselves and the spaces, equipment and back-of-house departments that together embody the filmmaking process itself.

Replay The Stage has been presented to the press and to selected guests on Friday 19 September. Many celebrities took part to the event like FC Barcelona star Neymar Jr, Brazilian top model Alessandra Ambrosio, American actress Rosario Dawson and super models Coco Rocha, Stella Maxwell, Sara Sampaio and Daria Stroku.

To celebrate the brand’s comeback Replay dedicated a special tribute to the city of Milan: Blood Orange and Chic feat. Nile Rodgers live acts.