Nude Project is doubling its presence in Italy, drawing inspiration this time from Rome’s “Dolce Vita.” After launching in Milan three years ago, the young Spanish brand, founded by Alex Benlloch and Bruno Casanovas in 2018, has chosen Rome’s historic center for the opening of its second Italian boutique. This opening, with its 100-square-meter space located at 101 Via Frattina, marks another significant milestone in the brand’s retail expansion (recent openings include Berlin and Miami, while Paris and a second pop-up store in the U.S., in Los Angeles, are also planned). As Casanovas explains, it is also a “fond” return, given that he spent a great deal of time in Rome prior to last weekend’s opening.
“I think Rome is one of those cities where you don’t need a very elaborate plan. It’s simply beautiful to explore and enjoy, and I’m sure opening our second store in Italy made sense, since Italy is one of our biggest markets. The support we’ve received from Italy has always been incredible, fantastic,” says Casanovas. “It’s a very ‘brotherly’ kind of relationship, in a way. Even though the fashion scene might be bigger in Milan, Rome has such a strong culture, and there are fewer brands. That’s why I think it’s also a special place to open a store. I believe our followers are going to love it.”
Spaces designed as cultural hubs
The concept behind this flagship store also helps make it special, as it draws inspiration directly from La Dolce Vita. “Rather than a nostalgic reference, the concept becomes a contemporary exploration of the Italian attitude toward life, characterized by a balance between spontaneity and elegance, intimacy and social life,” emphasizes the brand, which always aims to make its boutiques true “cultural hubs ." The connection with customers is fundamental, often blending art, architecture, and creativity. "That’s why this Roman space is meant to be an invitation to slow down, live in the moment, and rediscover the value of human connection. "It is no coincidence, in fact, that for the opening, Nude Project collaborated with artists Román de Castro, Mago Dovjenko, and Iván Floro.
A prime location and a passionate team
The search for this new location was also crucial, Casanovas emphasizes: “It was difficult to find the right spot; it took us a long time. We visited many spaces. Even though there’s a lot of tourism in Rome, we didn’t want to be in an overly touristy area. I wanted to be in a place where ‘those in the know, know.’” The space is run by an initial team of nine people, set to grow to fifteen during peak periods. “We’ll have a team similar to the one in Milan. What’s interesting is that the staff at our Milan store helped us identify the kind of people we needed for Rome. Our team in Milan is so committed to the brand and to doing things right that some of them have even been transferred to the Rome store. Yes, we want incredible, cool people who truly love what they do.”
Physical retail: an experience beyond sales
Behind the opening of this new store (the eleventh in Europe), there’s also a rather ironic twist, given the brand’s entirely digital origins (popular with Gen Z thanks to social media and targeted campaigns). “I think retail works so well for us because it’s very ironic. We’re a young, digital brand rooted in Gen Z. People probably wouldn’t expect us to invest in physical stores, but we place a lot of value on them. We already generate a lot of sales online, which is why we don’t see retail as a way to make more money, but as a space to create a unique experience for everyone who walks through the door. "That’s why the new store features elements such as oversized backlit cherries at the entrance, a fully integrated sound system for DJ sets, as well as a wine dispenser (which is part of the brand’s first in-store “Wine Experience,” reserved for loyalty program members).
This approach has proven successful in other retail experiences, such as the Miami pop-up store, where the brand enjoyed unexpected success (with a mile-long line outside the store). “Miami made me realize there was something we didn’t know existed—a connection with the American public that we didn’t expect, especially with the growth of Latin culture in the United States, driven by figures like Bad Bunny and everything happening in the world. The U.S. is undeniably becoming more Latin, and we’re deeply connected to their culture because we share the same values. It all came together in a way we hadn’t anticipated.”
Building a True Community
In fact, for Casanovas, the goal of creating physical experiences around the brand was clear from the start: “For us, a store is more like a temple. People should go there for much more than just a purchase. Events are fundamental to us, because when it comes to community, the only way to build it is by organizing events. We want people to connect with each other. It’s essential to have a physical store, because without it, people might ‘forget’ you. No matter how popular you are on social media, you have to stay connected with people in real life.”