Following various launches in recent years – from Factory54 Beauty to the photogenic café in Big Fashion Glilot, Factory 54 is launched an innovative flagship complex in Ramat Aviv Mall. The complex in question will join the existing store in the north Tel Aviv location, and thus the entire complex will span no less than approximately 2,000 square meters, with an investment of approximately NIS 30 million.
To examine the space up close, a representative of the section attended before the opening, and the excitement? Evident. “To say this is the most beautiful store we’ve seen in our regions (and not only), is an understatement! This is a stunning space with a capital S, including entire boulevards no less, that once you enter it you only long to get lost and not leave for at least a full hour. Every area, corner or rack that the eye meets is a whole world – of design, inspiration and atmosphere, while the real star of the store (plural), is the excellent curation (buying) work that has been done”.
The new complex was designed around a central boulevard, along which there is a sequence of designed spaces inspired by museums and iconic fashion houses around the world. The concept is intended to create a direct connection to the worlds in which the fashion houses operate and where the collections are formed, and to allow an immersive visiting experience that brings customers into the world of the leading designers.
Under the same roof, a wide range of brands will be presented, from high luxury brands to casual, denim and sneaker brands for women and men. Each season, new and leading global brands will be introduced accordingly, with the first brand to be launched soon being the talked-about brand of designer Phoebe Philo, who previously led the fashion houses Céline and Chloé.
Later on, a dedicated complex for the worlds of beauty, home and wellness will also open. The new flagship complex adheres to the concept of “all inclusive” in one place – it was designed not only as a shopping destination, but as a cultural experience, simply a place to spend an entire day enjoying. From morning coffee to a beauty area, a champagne bar, another complex that will host pop-ups of international brands throughout the year, as well as a variety of complementary services including personal styling services and a ‘Private Room’ space for a private fitting and shopping experience.
In case there was any doubt, the design process has also become an inseparable part of the feeling conveyed upon entering the location; the central boulevard of the store presents an artistic terrazzo floor composed in a graphic composition of natural stones that were carefully selected and specially brought from Italy and Brazil. The different spaces in the complex were built as a series of content worlds, each drawing inspiration from cultures around the world, from nature and art, with unique wallpaper created through European handcraft inspired by a traditional Japanese technique from the 16th century, as well as an emphasis on idyllic nature – denim, vegetation and animals in delicate and harmonious paintwork.
The furniture also plays an equally important role – vintage furniture was carefully selected for the complex and flown in from Western European countries to complete the design language. Pieces that integrate with soft and warm lighting to create a space that feels intimate, elegant and inviting for a hospitality experience and not just a shopping experience.
“The opening of the new complex in Ramat Aviv is the realization of a dream of business, culture, technology and community that we have woven over the past decade”, says Roni Irani, one of the owners of Factory 54. “Alongside bringing an international fashion experience at the highest level, it is important for us to continue operating here, to strengthen the local economy, and to be part of an Israeli movement that does not stop even in challenging moments”. Yifat Irani, co-owner and co-CEO, adds: “The new complex in Ramat Aviv was built with consideration for the way fashion is presented in the world today, inspired by the art worlds of classical Europe, natural museums and iconic fashion houses. The beauty and wellness complex that will open later will be inspired by the East, Japan, ceremonies and rituals of Asian culture. And the entire complex will present the magical combination between East and West. The new space will serve as a home for our community, fashion and culture events, and flagship series, lectures as part of Culture Club and Book Club courtesy of Factory 54”.