The EDGE of Luxe

The renovated boutique is reborn under its new name, EDGE. In the outdoor gallery, an angular shop window – emblematic of the architectural concept – welcomes visitors like a foothold from which to take flight. The space transforms into a captivating setting, inviting customers on a journey of continuous discovery, with unexpected perspectives and an innovative shopping experience.

The refined fittings and meticulously designed lighting, the result of careful study, enhance the timepieces on display. Special attention has been given to lighting and visual merchandising, further elevated by large backlit panels featuring interchangeable images.

At the center, a structural intervention – removing a single pillar – created a dedicated exhibition area, serving as both the focal point and a natural divider of internal flows. The choice of materials for the furnishings blends functionality and elegance: sound-absorbing fabric panels ensure privacy, while travertine marble, brass, and luxurious textiles establish a strong connection to Rome’s architectural heritage.