A Wave of lights Only Men

   LONDON, United States - A glamorous Kate Moss looks lasciviously a framed photograph on the wall, while the brocade chairs evoke an Italian life in the 18th Century. One floor below, an antique display case contains a black crocodile leather briefcase next to a condom also has opulent and tasteful picture of a topless beauty from a vintage copy of Playboy stolen. What could be the private room of a wealthy sybarite with a penchant for attractive women, in fact, Dolce & new, ultra-soft men Gabbana store on New Bond Street in London.

Emphasis Is that the meaning of the new market, Domenico Dolce and Stefano Gabbana have personally used when searching for furniture, objects and works of art to decorate the room, including blue-chip pieces from their own participates Private Collection.

"We found that all these old maps of Sicily - some of them by hand, the old - look at those who, like the men of the time saw the island, and you can see how the vision had changed the course of the show Centuries Then we have a few touches of Great Britain added. example, there are two portraits of Prince William and Kate [Middleton] on the fireplace and two chairs covered in fabric flowers typically British, "Stefano Gabbana told BoF.

The new Dolce & Gabbana store, the fourth brand in London, is part of a wave of florets only men who opened up the world of luxury brands, such as the rapidly growing and underserved luxury menswear continues to outperform women on the market.

Back in 2010, opened a Hermes store for men in New York. But the trend has actually accelerated in recent months. In February, Lanvin, the store quietly opened exclusive men on Madison Avenue in New York, while earlier this month, Ralph Lauren has just released a flagship 10,000 square feet in Hong Kong for men who could easily pass reveals Jay Gatsby house.

In Milan earlier this week launched death as a luxury club floor 'Sartorial "exclusively dedicated to men's flagship Via Spiga. And in the Brera district of the same city, Gucci beacon presented only for men, with a dedicated space for on-line measurement brand. Dolce & Gabbana plans to branches other men in Amsterdam and New York.

Meanwhile in London, Jimmy Choo, who wants to open a store for men in Shanghai in 2014, the business moved to London to his men more room on Dover Street, a movement that was driven by the growing consumer demand. "After the success [store first men Jimmy Choo S], the business was transferred in May to a larger site on Dover Street, to the shoes, bags, belts highlight the growing men's collection, scarves and small leather goods," Sandra Choi, artistic head of Jimmy Choo, BoF said. "We have a target for our male clients with a custom bar and a series of exclusive events."

In fact, many of these new people-related jewels offer a rich sensory experience and Leisure bent that feels more like a house or a club in business. Bars and cafes are often important elements of the experience. Dolce & Gabbana store in New Bond Street even has a traditional on-site hairdresser and offers guests luxurious bathrobes and slippers to wear.

"The Sartorial soil [Via Spiga store in Milan's death] is an experience full of life," Claudio Castiglioni said CEO BoF death. "His warm and inviting atmosphere is reminiscent of an exclusive club and state where you can enjoy exquisite whiskey blends in total relaxation, while spending time with friends."

At least since the days of Beau Brummell, England was a sort of cradle of menswear. And perhaps it is not surprising that many of the best new men appear everywhere in the world are influenced by the type of club that typical British Men Dunhill Bourdon House, a mansion perfected in Georgian style in London's Mayfair - a The former residence of Duke of Westminster - home to a hair salon, spa, screening room, bar and lounge.

But simple means luxury, they are not.

"[A Bourdon House] relationship employees have with our customers is of the utmost importance, we know that their favorite coffee or her most preferred combination of whiskey, we know what they wear, the adjustment block and their interests," Mike Woodcock , Global Business Director of Alfred Dunhill, BoF said.

On a recent visit to Bourdon House, the cafe was busy lunch patrons. Similarly, a representative of the Dolce & Gabbana has reported that in the first week, the hairdresser in the new brand was gradually restricted by the existing customers of the brand and curious walk-in customers alike.

And if the experimental elements of this new store, manage a to men who traditionally do not enjoy shopping with seduce the time, to relax and unwind, while set for a drink, a meal or a shave, they seem to boost sales. Because "you spend with your customers, the more money they are now and to spend more time in the future." In the words of the guru Joseph Pine, now