Over the next two months Stella McCartney will open 4 new stores featuring innovative design. The first step in the program is in May, with the opening of a second Stella McCartney boutique in Paris, in the 1st arrondissement, at 231 Rue Saint Honoré, followed by the opening of three new stores in Florence, on Via Dei Tosinghi, South Coast Plaza in Costa Mesa (California) and New York at 929 Madison Avenue, where the designer already has one store.


The innovative concept takes its cue from the personal archives of Stella McCartney, adapting the tactile and visual experience of customers in a retail context. The idea takes its distance from traditional luxury materials, focusing on handmade, sustainable things. Grooved ceramic tiles, made to measure, recycled wood and concrete poured in place form an apt bond with the typical background colors of the brand.