In 1997 Gerard Loft opens on a 70 square metres area in the centre of the Florentine fashion area, with the artistic ideas of the interior designer and sculptor Nicola Frignani of the Wunderkammer Studio in Milan. The shop evolves, grows, changes shape until it gets to the present 600 square metres surface. In 2002, the shop was expanded from 80 to 250 square metres: the new space was then set up with the construction materials that were used for the restructuring of the original area, thus creating an environment with the scent of the fascinating Brooklyn lofts, and sometimes a Berlinesque flavour. The spatial evolution came to an end with the annexation, a few years later, of the floor above which had been an old legal office. The separating walls were taken down and the old parts of the building were highlighted and restored, leaving all the rest in its original rough state, later to be decorated with the shots of a photography genius: Toni Thorimbert, setting up a permanent exhibition of his work. These last redecorations have transformed Gerard Loft into a very particular location, which has been used as a photographic location, as a cinematographic set, as well as for private parties and artists’ previews.
The store was opened in 1997 by Tommaso Pecchioli son of Paolo Pecchioli, owner of the most famous fashion store in the world, Gerard. Continuing his vocation towards a concept of clothing that mixes tradition and transgression, classic and innovative, but declined towards the most youthful and modern achievements.
Gerard Loft was mentioned in the top ten best shops in the world by the specialist magazine We Are. It was born as a small fashion research point, focused on a mix of different styles to create a new trend, and its range has broadened during the years.
Gerard Loft concentrated on style and on the search for new brands, whilst being an indisputable springboard for all those brands with the desire to become well known internationally. Our peculiar capacity to mix different genres and styles, like sportswear with street wear, made us also a point of inspiration and creation for many figures in the fashion industry. We always have and always will privilege “Made in Italy” products in order to promote Italian taste and style, which has always been unique in the fashion world. Today our range goes from man to woman, from kids to accessories, thus making our shop a reference point for every age, whilst maintaining the focus on research and the elitist choice we give our customers. This is the reason why several brands, especially during important fashion weeks and events in Florence, want to be present in our store, which for these occasions transforms itself into an international window.
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SHOES, ACCESSORIES AND BAGS
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SHOES, ACCESSORIES AND BAGS
Mon - Sat: 10am - 19.30pm
Sun: 14.30pm - 19.30pm
Via dei Pecori, 36-red, 50123 Firenze FI
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