LVR – LuisaViaRoma

Between Piazza del Duomo and Santa Maria Maggiore there is a street whose name has been around the globe, thanks to the fame of the brand that inspired it: LVR – LuisaViaRoma. We are in Via Roma 19/21R, in the heart of Florence, and the address, for decades, has been a point of reference for fashionistas all over the world.

It is in fact, here, that the shop was born, in the ’60s, which would become one of the most exclusive boutiques on the planet. But, the story is long, and it is necessary to retrace it to fully appreciate the prestige of this place that has left its mark in the fashion world.

Everything stems from the marriage between the French Luisa Jaquin and the Florentine Lido Panconesi, when they opened a hat shop in Florence in front of Piazza Duomo. At the end of the ’60s, Andrea Panconesi, nephew of the couple, discovered one of the most innovative stylists of the last half century, in Paris where he was a buyer. The first of the countless collaborations that have made LuisaViaRoma an innovative and avant-garde concept store was born from the lucky meeting: the boutique was the first in Europe to present the autumn/winter ’68 collection by Kenzo.

The expansion that followed had no limits and is now embodied in an exclusive multi-brand, developed on two floors, where great brands are flanked by emerging designers in an artistic union that leaves you breathless. The feeling of amazement that welcomes the visitor at the entrance accompanies him along the entire ground floor, where the women’s collection is expertly displayed. On the lower floor, dedicated to sport and finally to the first floor, where the man shop is flanked by a bistro, La Terrazza by Floret at Luisa Via Roma, is entirely dedicated to health food. All enriched by cutting-edge technological details, such as large totems arranged along each floor, where the customer can consult the products available in the store through the website of the brand.

On the other hand, LuisaViaRoma is known also and above all for its digital vision, which led him to open the first luxury e-commerce, in 1999, in order to allow out-of-town customers to enjoy the same quality of products and services present in boutiques. Gucci, Balenciaga, Lanvin, Alexander McQueen, Chloé, Dior, Dolce & Gabbana, Jimmy Choo are just some of the brands represented, whose creations are flanked by those of creative designers such as Alexander Wang, Anthony Vaccarello and Thom Browne.

A real temple of fashion, where you can get lost in the beauty of the product, treated like a work of art, in the charm of design and the charm of new technologies, which now permeate our daily life but which are still difficult to apply in the retail sector. An unmissable panacea to heal that desire for shopping that inevitably assaults us even when we are immersed in the wonder of a city of art unique in the world like Florence. Must see.