Como, more Concept!

Como, Saturday May 21. The Yamamay butterfly spread its wings to achieve more and more successful goals: the opening of a store in the fabulous Como Lake. It’s one of a long series of shops, which will have a new design concept planned by famous architecture studio Piuarch.
Well-known for its cooperation with some of the major fashion brands – and for its ability to develop the brand identity through the interior design languages –  Piuarch has devised a concept that will be employed for both new openings and for a new development of the current stores.
The new concept designed for Yamamay, called “More Concept” is a mix of the key elements of the brand: lightness, softness, brightness, geometry and symmetry. They represent the 5 factors which inspire the decorative themes, which have been used in the boutique in Como for the first time.
Yamamay is the name of a beautiful butterfly, which is widespread in the high hills of the Japanese hinterland, whose features identify the brand and its collections. 
By stylizing the silhouette of that butterfly in a double triangle, Piuarch has created a pattern that identifies the brand and is used for decorating the environment inside the shop, including wallpaper and metallic room dividers with laser ornamental apertures which give birth to abstract, geometrical and symmetrical decorations. A play of decoration and transparency that is reminiscent of the Yamamay sensuality.
The interior equipped with an ad-hoc furniture is a blend of elegancy, flexibility, lightness and order. 
Take the “Highlight” forniture for example, thanks to this new display rack it is possible to highlight the new collections and pictures of AD campaigns, it can be easily divided into three different sections to accent different products.
The tour of the store is guided by freestanding displays featuring butterfly pattern and multifunction furniture made up of a table, drawers and a pouf which not only contain but also exhibit, in a chic way, the most original pieces from our collections.
Further elements of innovation and identity are the checkout displays, which take inspiration from Sol Le Witt’s works, thanks to which the Yamamay collections are exhibited originally.
A huge effort has been made for the exhibition of the Basic collection,  creating a furniture that contains and, at the same time, displays where the wide range of Basic articles has been divided into 3 sections: Innovative, Elegance, Invisible.
Fitting rooms as well reflect the style of the shop: wide and luminous, they are embellished with high mirrors and precious fabrics. They are designed to complete harmoniously the shopping experience in the new store.
One of the distinctive elements of the new concept is the white floor with pieces of marble: lots of sophistication and personality.
About colours, neutral hues rule with accents of gold, white, grey and pearly which are highlighted thanks to the contrast not only with the Yamamay red – that colours some precious details – but also with the tones of the collections.
Also the shop windows are totally renewed with the combination of three key elements: lightness, hanging display racks and big light box.
All elements that wish to communicate the new Yamamay’s idea of  brand awareness, mixing the elegance and sophistication of the new concept with the sensuality that’s always expressed by our brand.