Versus Versace opens the first directly operated store in Aoyama, Tokyo in the new conceptconceived by Donatella Versace in collaboration with the English architect Carmody & Groarke.  The store occupies an area of 300 square meters, skillfully expressing the brand’s indivisible link between physical collection and virtual content. 

Store materials, spaces and retail display are cast aside, in favor of a dynamic and immersive installation of ‘two-way’ mirrors well balanced in delicate brass frames to deliver the spectrum of the Versus Versace collection, customer and streamed on-line content.  At the heart of Versus Versace, is the Versus Versace collection which remixes the Versace DNA, resulting in completely new pieces in sharp silhouettes with iconic motifs that transcend seasons. Since its inception, Versus has been a label that captures the rock ‘n’ roll spirit of Versace. In the 21^stcentury, the Versus Versace rebel community live their lives online and the digital spirit is underlined by digital devices all around the store. 

An atmosphere of improvisation and participation, of meshing together culture, fashion and events prevails over formality reflecting the mood of the brand for a new and young generation.