Italian sneaker brand P448 opens graffiti-splattered boutique in Paris – WWD

STREET SIGNS: The Italian sneaker brand P448, which has just moved to rue du Faubourg Saint-Honoré in Paris, stands out from its posh neighbors with its half-pipe at the entrance, its concrete bases stained with graffiti and its baskets of basket acting as small round shelves.

Sandwiched between Lanvin and Ermanno Scervino and a stone’s throw from Hermès, the 6,000-square-foot unit opened Friday for 15 months, and has a retail showroom on one of its three floors.

Wayne Kulkin, managing director of P448, balks at the term pop-up.

“We wanted to create branded immersion labs where we can share our love of street art and music,” he said, also calling sellers “ambassadors” who encourage people to get out and experience the world. brand universe.

“As we think these stores are real laboratories, we are looking for leases of one to two years,” he said, explaining that the outlets collect “feedback to better understand our customers as well as feedback that are shown daily from our stores and goes directly to our design, marketing and digital teams.

Formerly La Perla, the narrow shop has been stripped down to expose its brick columns, with the main sales area evoking a street basketball court.

The sneakers are displayed on plinths splattered with graffiti.
Courtesy of PP48

P448 recently opened a temporary location in Miami, and its first “lab” location which opened in Manhattan last September is moving Feb. 4 to a block on Fifth Avenue with an all-floor LED screen above. above the ground floor.

“The goal is to open as many stores as possible in key gathering places where there are large numbers of domestic and international tourists,” Kulkin said, noting that his wish list of cities includes London, Berlin, Copenhagen, Shanghai, Austin, Houston. , Dallas, Las Vegas and Manhattan Beach, where he grew up.

P448 was founded by street art enthusiasts Marco Samore and Andrea Curti in 2014 in a small town outside of Bologna, Italy. Kulkin met the duo and entered into a distribution deal in 2018 and bought the entire company in 2020 with Hilco Global President and CEO Jeffrey Hecktman as a partner in parent company StreetTrend LLC .

P448 is present in 1,400 doors worldwide and half of its business is in North America.


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