Southern Italian denim label Meltin' Pot has just opened its first flagship store, no, neither in Milan nor in Rome, but in Riccione on the Italian Adriatic coast.
The holiday destination in the Emiglia Romana not only boasts miles of sandy beaches but also an exclusive tourist infrastructure that is popular amongst locals and tourists alike. Trendy boutiques, elegant restaurants and the most renowned clubs in Italy are spread out along the historical beach promenade and attract a young, well-heeled crowd.
And now they can kit themselves out with the latest denim fashion at the new Meltin' Pot store in the Palariccione Complex, spread out over two storeys with a wood and steel interior, complete with a massive video wall.
The launch party was a huge success: Dutch DJ legend Tom Trago filled the air with banging house tunes and the guests could have their photos taken in a live shoot, wearing shirts designed especially for the opening. The photos can be admired soon on the company's own blog. Benissimo!
DJ Tom Trago
Live shoot with shirts designed especially for the opening
