Who’s Who是一个服装品牌，意大利富有才华的建筑师Fabio Novembre为其设计了一个
Who’s Who is an English expression used to describe a group of famous people.
But contemporary fame belongs to pop culture; is the daughter of Warhol’s visions, and
has tempos and ways that cannot be taken seriously.
We like to say that the name Who’s who refers to the search for an identity, to the
constant leaning towards something that is not the self..
The first setting in which Who’s Who wants to be recognized is the animation of an
encounter be- tween a woman and a man; two hands trying to touch each other,
Only the love’s spark can trigger the flame of creation.
WHO*S WHO INTRODUCES A NEW CONCEPT FOR AN INTERNATIONAL RETAIL
The brand that has become a symbol of modernity and femininity, confirms its
international vocation and presents the new concept that shall characterise its
In order to develop the new retail strategy and create an innovative design, WHO*S
WHO engaged Fabio Novembre, an eclectic, imaginative and contemporary architect
who, with a surprising project, succeeded in highlighting the company’s DNA, with a
strong, meaningful and long-sighted concept. The boutiques become an ideal set for a
meeting between a man and a woman, represented by outsized sculpted glass figures,
that seem to be walking slowly across space while their hands search for each other,
until they brush against each other, in a free interpretation that remind one of
Michelangelo. A surreal scene, in which the wrought steel walls reflect a multiply reality,
making it fluid; the floor, slowly sloping towards the side walls, is the only hint showing
the direction to go, because, as the architect points out, “only the spark of love can light
the flame of creation”, of any kind. “We like to say that the name Who’s who refers to
the search for an identity, to the constant leaning towards something that is not the
self”, Mr Novembre insists.
The ideal location for the launch of this ambitious plan is Milan’s “Quadrilatero della
Moda” : the first shop opened recently in Corso Venezia 8.
This important retail project was strongly supported by Massimiliano Dossi, the head of
the company, and the opening of another single-brand boutique, this time in Forte Dei
Marmi is scheduled for the end of March, Forte Dei Marmi is a strategic Italian location,
given its status of internationally renowned sea town.
In 2013 the company scheduled the opening of at least four other boutiques in areas in
which the brand has been quite successful in the past several years: China – Middle
East – Russia. Finally, the three-year plan, which shall see its end in 2015, includes the
opening of at least 22 single-brand shops around the World.