News, reports, blog...
The very first French brand of the 'accessible luxury' segment of fashion, American Vintage has opened its first store in Slovansky Dum.
American Vintage, which is ironically the creation of Parisian designer Mickael Azoulay, is renowned for its luxurious basics and wardrobe staples. Since its launching, the label has found its way into the wardrobes of the world’s savviest fashion followers by offering the ultimate „off-duty cool“, meaning the pieces are as cool on the street as they are at the runway shows.
The American Vintage clothing range features super soft T-shirts, jersey knits, and relaxed day dresses in muted, natural colors making the clothing and accessories the ultimate in-luxe cool.
The brand, founded by Azoulay in 2005, became synonymous with everyday luxury clothing.
Slovansky dum was the perfect choice
Finding a location in Prague for American Vintage - as the first Contemporary French brand was not an easy task. Typically, all around the world, these contemporary bridge brands are located among the luxury brands in prime High Street locations. However, finding a location on Parizska street of the right size was close to impossible.!
“When scouting for a location, we brought the brand executives of American Vintage as well as the local representative, to Slovansky Dum, a shopping gallery just off the busiest street and the home of the mainstream / mass-market brands in Prague, Na Prikope street.
Slovansky Dum was recently reconstructed to high-end standards with an amazing, manicured garden in the courtyard. The French team as well as the local partner of the brand were immediately captured by the sweet ‘Jean Paul Gaultier – Le Male like sent of the air in the shopping gallery, the brightness of the natural light coming through the glass ceiling, and the combination of modern, yet very cozy wooden shopfronts which made Slovansky Dum the perfect place for their brand.”
The fit-out works of the future store for American Vintage in Slovansky dum started in January. All the lights the furniture and complete fit-out were shipped from France and the grand opening was at the end of April.
"This first AMV flagship store in the Czech Republic represents a major step forward for the brand and contemporary French fashion in the region. Located in Slovanský dům, Prague, American Vintage boutique is more than a retail space with a lounge sitting area, café, and fashion gallery. We are excited to bring this premium French label in cooperation with Slovanský dům and Colliers. AMV offers a seasonless approach to fashion with premium quality women's and menswear classics. This store is committed to bringing more than fashion to the Czech Republic. We are eager to foster creative dialog between local artists, designers, and different communities." says Mrs. Ljiljana Jovanovski Asenov, the exclusive partner of American Vintage in the Czech Republic.
“We are happy to welcome American Vintage in Slovansky Dum where it will reside next to some prestigious labels such as Baldinini, Max Mara, or Wolford.”
The Czech Colliers Retail team is in negotiations with other premium brands for extending their presence in Slovansky Dum.
We are slowly but surely working on the transformation of the shopping gallery in Slovansky dum into its former glory, prior to its reconstruction, reviving this historical building as a well-known premium shopping destination in the Capital.
Head | Director of Retail agency
Colliers Czech Republic