gwenael nicolas captures versace's complexity and diversity in new miami store

located in miami at bal harbour shops, versace just opened a new concept store designed by gwenael nicolas of curiosity. boasting a LEED gold certificate, the store proposes a journey to discover — or rediscover — the icons of the brand from a different perspective. visitors are welcomed by a black-and-white pattern façade designed to capture attention while giving a glimpse of the deep and lustrous interior. once inside, guests are surprised by the new and dynamic elements.

all images by alessandra chemollo

following the entrance, the versace store in miami by gwenael nicolas of curiosity showcases a dynamic and symbolic gold pillar that dignifies the atmosphere. as a rule, the material selection needed to have the highest environmental and transparency standards. the result is an interior that shines through the use of golden elements that keep an open dialogue with the minimalistic design of the displays — all built in different white textures.

a diamond-shaped pattern is found on the ceiling, choreographing the flow of the shop and guiding visitors to fluently go from one room to another. the light shines from and with it, while creating a mesmerising visual effect. inside, shadows, reflections and sparks become the texture and substance. beyond the forest of vertical bronze strings, the shoe salon contrasts with the entire store, featuring jewellery box-like aesthetics. the blue calcite color complements the bronze finish while the other materials fuse together through a controlled shadow projected on the walls.

the design took into consideration the hyper graphical items of the brand and in order to make them stand out, a floating frame has been constructed in front of the textured walls. overall, the displays have been designed carefully with a limited palette of selected materials to bring the attention to the products.

project info:

name: versace store

design: gwenael nicolas – curiosity

location: bal harbour shops, miami, florida

completed: 2018

photography: alessandra chemollo