Lights, camera and….Action! We get the scoop on the launch of the new Replay Flagship store in Milan and the concept behind “The Stage” as seen by interior design duo, Roman and Williams.

Replay partnered with this duo, to enhance their retail experience; with the new 1500m2 Milan Piazza Gae Aulenti flagship store in the heart of Milan’s trendy Porta Nuova district.

Inspired by the process in which Replay creates their denim pieces, denim’s connection to rebels of all kinds and the brand’s history and values, the interior design duo conceptualised “The Stage”. Drawing on their experience as set design and art directors and founders of Roman and Williams, Robin Standefer and Stephen Alesch, the concept of a working soundstage as a store was born. To capture the actual filmmaking process, film sets, equipment and back-of-house departments were created within the space. The team wanted to create a cinema theatre experience where even though you are within a fixed structure, your surroundings constantly change like a movie plot. 

Store lighting is provided by a grid of film lights against a black ceiling. The various stage sets include a Midwestern house with vintage wallpaper, an abandoned American barn- old and weathered but mysteriously full of jeans, and a 1920’s Manhattan tailor shop- somehow transported to Milan. 

Each set allows for an element of surprise- the tornado is actually a swirling kaleidoscope of brass butterflies; the barn includes framed windows with views of a desert landscape and a scenic sunset which is actually an elaborately painted backdrop. On the other hand, the tailor shop is not merely a set but a working shop, where customers can be measured and have a custom pair of jeans constructed.

Artfully composed and well-lit sets highlight feature pieces of various ranges, while the wide variety of garments will cross the line between front-of-house and back-of-house stage spaces; displayed on the racks and shelving of the wardrobe department and the darker areas between the painted backdrops, featured at the front as well as the back of the film sets.

At the center of the space customers can ascend a large steel staircase, and from the landing they will get a full view and experience what makes up a true Hollywood stage- from catwalks and cables, stage lights and ladders, to a camera. Take in the dynamics of an epic American story- an expansive narrative where even the propeller of the Titanic appears to fly overhead!

Matteo Sinigaglia, CEO of Fashion Box, comments: "Having Roman & Williams working with Replay is an extraordinary opportunity. They are dreamers with a vision, they are extremely creative and innovative, with no boundaries to their imagination. They immediately understood our quest for change and evolution and developed this amazing project. I do believe we'll drive the Retail Revolution together."

Replay has created a retail location where customers will be immersed in the product, the process and the “brand as a lifestyle”, a multifaceted experience that is meant to be enthralling, fun and convey a sense of access to the magic of movies and the creative process.

Robin Standefer and Stephen Alesch, Roman and Williams Founders and Principals, comments: “For Replay The Stage we wanted to captivate and immerse those who entered the store by designing an environmental soundstage that dynamically showcases the brand’s expansive denim collections and personalized services. Drawing from our cinematic background in set design, we were able to tell an intricate and refined story, that the Replay consumer will connect with.” 

The new Milan Replay Store will expand both the definition and popular conception of the retail experience for years to come. Nothing will ever be the same, everything will always change.

                      Alessandro Ambrosio wearing Replay with CEO, Matteo Sinigaglia (middle)

                                Matteo Sinigaglia with Rosario Dawson wearing Replay