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Macondo, Verona. The window on the world of the Italian fashion agency 247

«Our brand mix counts labels by designers belonging to different categories. Women, members of LGBTQ+ community. People of color and other minorities», in conversation with Manuel Marelli

Macondo, Verona by 247

Macondo, Veron is a place for discovery gathering fashion trends and luxury established and emerging brands. Located in the city center, far from the traditional concept of store. Macondo is the physical meeting point for the international community of professionals and fashion enthusiasts of the Italian fashion agency 247, based in Milan.

Named after the fictional city of Gabriel Garcìa Marquez’s magical realist novel One Hundred Years of Solitude. Macondo draws inspiration from the novel’s atmosphere and translates it into a recognizable aesthetic and a curated selection of brands. When 247 took over Macondo four years ago. The Italian fashion agency was looking for ways to diversify its business and product range. Macondo provided 247 with a window on the fashion world and allowed it to stay up to date on the latest trends and expand its network.

Manuel Marelli, Head creative and buying of Macondo, explains: «We wanted to become a reference point for those customers and brands which feel represented by Macondo’s image and identity». Macondo’s philosophy draws on seven key words: curation, meaning, identity, quality, network, aggregator and reputation. Curation, which best describes Macondo’s true essence, refers to its brand mix based on an accurate selection. Although it belongs to one of the major fashion agencies in Italy, Macondo aims at preserving the attitude and traits of an independent business.

The community

Macondo is also committed to communicating meaning and conveying a message to its community through a clear visual identity. The third keyword – quality – hinges on Macondo’s attention towards brand selection and on the agency’s goal to deliver high-quality products to its clients. Network and aggregator are, in fact, two pillars of Macondo’s values. When 247 decided to open its first physical retail store, Macondo immediately became the meeting point for all those professionals. Contributors and friends revolving around the Milan-based agency.

«Our public image and  social media channels reflect this approach. We often work with stylists, photographers and other professionals who are part of 247’s network. And provide our campaign and projects with their unique contribution.» Marelli claims. The last key word – reputation – combines all the previous values and expounds the main goal of 247. To give rise to a small but curated business respected by its clientele and insiders of the fashion world. 

Luxury, research and innovation at Macondo, Verona: it is all in the mix

Macondo translates 247’s offering of menswear and womenswear into the store brand-mix by combining established fashion brands and emerging innovative labels. Macondo provides its client base with a broad selection of renowned names in the fashion industry. (Such as Kenzo, Maison Margiela and Issey Myake). While those willing to dare can find cutting-edge labels redefining the rules of style. (Marco Rambaldi, Jordan Dalah Studio and Chopova Lowena, among others).

Partnerships with fashion schools – such as Central Saint Martin, in London. Allow 247 to keep its finger on the pulse with the latest developments in fashion and the emergence of youthful labels. Before the outbreak of Covid-19, Marelli and his team used to take overseas research trips – especially to emerging markets. To discover new trends and up-and-coming international designers. «We pay a lot of attention to diversity and inclusivity. Our brand mix counts labels by designers belonging to different categories. Women, members of LGBTQ+ community, people of color and other minorities», Marelli claims.

The selection of brands is based on several criteria including quality, innovation and sustainability. Macondo partnered with Good on You, the Australian sustainability brand ratings. And Positively Farfetch, Farfetch’s selection of conscious and pre-owned garments. According to Good on You, 30% of Macondo’s brand mix is rated sustainable. «We are still a small business, but we are growing fast. In fact, we are currently working on our own ecommerce platform which must be in line with our identity and character» Marelli explains.

Farfetch and e-commerce service

While waiting for its e-commerce service, Macondo relies on external platforms for online transactions. With Farfetch, a British-Portuguese platform active in online sales of fashion, luxury and design goods. Macondo has established a fruitful collaboration which goes beyond commercial intermediation and results in joint promotional campaigns, editorials and photoshoots. Macondo’s offering is not limited to garments and accessories. The store is conceived as a place for cultural exchange where fashion and arts meet and intertwine.

Next to the latest fashion pieces on display, customers can browse independent magazines and publications. Marelli explains: «Magazines have been a fascination of mine since forever. We already have a lot of cool titles, but I am planning to broaden our offering». The publishing products offered by Macondo range from art and fashion independent magazines to niche fanzines. Combining fashion with the publishing sector in the context of a fluid multi-brand fashion like Macondo turned out to be a winning move.

It is not uncommon for Macondo’s customers to leave the store with a shopping bag in one hand and an independent art magazine in the other. Macondo’s customers reflect the fluid nature of the store. They can be old or young, men or women, but all united by their fashion-forward attitude and the search for high-quality labels. Verona, worldwide known as the city of Romeo and Juliet and for its Arena. It is one of the most appreciated holiday destinations in Italy and it welcomes hundreds of thousands of tourists every year. Hence, the internationality of Macondo’s clientele to which are added people of 247’s community. Who travel to Verona to visit the store. And fashion enthusiasts intrigued by the unique identity and brand selection of the store. 

Lampoon Magazine Macondo recently moved into new premises designed by the creative agency Moon and the architect studio Stamuli
Macondo recently moved into new premises designed by the creative agency Moon and the architect studio Stamuli

Verona’s visual identity

Macondo recently moved into new premises designed and refurbished by the Copenhagen-based creative agency Moon and the architect studio Stamuli, based in Stockholm. Which took charge of the structural part. «Moon agency was already part of 247’s network. When we felt the need to restructure the store and build a more solid image. We found in Moon an interlocutor who spoke the same language as us, aligned with our vision. After the work done with the fashion brand Ganni, Moon has become one of the most requested creative agencies internationally» Marelli explains. Moon and Stamuli managed to translate 247’s goals into image and matter by using pastel color palettes and creating monochrome structures.

The ensuing atmosphere recalls the fairy imagery of the fictional city of Macondo and invites visitors to get lost into the colorful and cozy environments. In a sort of suspended time between reality and imagination. Macondo also lacks most of the elements characterizing traditional fashion stores: garments are not displayed on mannequins and the shop window presents itself only as a glimpse of the interior of the shop.

Mocondo’s physical venue’s aesthetics goes hand in hand with the store’s activity on social media. Marelli claims: «Instagram is the fastest and most immediate way to communicate with our customers and fan base. We use it as a digital showcase. We did not develop a proper social media strategy, it all happened naturally as we started to convey messages through our brand selection, visual communication and image research».

Digital communication

In line with its pillars, Macondo works with influencers and personalities of entertainment and fashion who create high-quality contents and have a good reputation. «There are creators in our network who have developed a strong aesthetic very close to ours, such as Courtney Trop [ed @alwaysjudging], Maria Bernad [@maria_bernad] and the twins of Medea, brand of 247» Marelli claims. Regarding the future of Macondo, Marelli stresses the importance of developing their own ecommerce platform. However, he does not fail to mention their expansionist desire as they would like to replicate the project of Macondo in Milan – international capital of fashion and home to 247 agency. Where a young and passionate generation of fashion enthusiasts and potential customers is emerging. 

Macondo

Galleria Pellicciai, 5, 37121 Verona VR

Brainchild on 247, Macondo is a multi-brand store in Italy’s historic city of Verona. Named after the fictional town in Gabriel García Márquez’s literary masterpiece One Hundred Years of Solitude. The boutique is home to a collection of luxury men’s and womenswear by both established and emerging designers, such as Ganni, Maison Margiela, Stone Island, Marco Rambaldi and Jacquemus. Macondo recently moved into new premises designed by the Copenhagen-based Moon Agency.

Agnese Torres

The writer does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article.

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check and buy on Prototipo Store
item collections in limited edition
crafted according to our editorial search

Hemp / made in Italy
Lampoon is working to restore
Hemp production in Italy
as hemp is the one and only
natural vegetal fiber sourceable in the country
for more info, please email us at [email protected]

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