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On September 21, ISAIA unveiled its new boutique in San Francisco, set within the historic Frank Lloyd Wright building of 140 Maiden Lane. Third generation CEO Gianluca Isaia played host, alongside Katie and Todd Traina, Anne V. and Adam Cahan, and Spencer and Alexandra Wells, to guests like Roman Coppola, Allison Speer, and Trevor and Alexis Traina. The night was held in partnership with the San Francisco Film Society, and featured projected classic Italian films on the side of the former V.C. Morris Gift Shop.
“It is all about the space,” said Isaia in a press statement. “This year marks our 60th year as a brand. It is personally very important to me that we are always pushing to do new things, while paying homage to our heritage. Opening a shop in the landmarked Frank Lloyd Wright building, accomplishes just that.”
The Frank Lloyd Wright site is an historic landmark, so much of the 7,900 square foot space could not be modified. ISAIA’s first-ever San Francisco home respectfully embraces the unique architecture (which preceded the iconic Guggenheim), including a brightly lit bubbled ceiling, a stunning suspended planter, beautiful millwork and trim, and the ever-recognizable brick and stone façade.
Keeping the design integrity intact by working with the Preservation committee at the San Francisco Planning Department, ISAIA’s team added color, styling, sound, and additional lighting to make the interior shine. “It was much like restoring a masterful piece of art to its glory, and giving it a new personality,” said Isaia. The project was led by designer Ferrari Architetti, local architects Lochte Architectural Group, and the preservation planners Page and Turnbull.
The Italian house has a history of opening stores in special locations, like its boutique in Capri or flagship on Madison Avenue. Focused on experience, for San Francisco ISAIA added a vintage Campari bar and a red lacquered piano to set the tone. Sofas, vintage armchairs, rugs, floor lamps, and stools were all sourced from the prestigious Esprit Nouveau gallery in Naples. The installation is completed by a sculpture from artist Michele Iodice, FRAGMENTS, made from plaster cast pieces and inspired by figures in Greek mythology.
The space is also home to a Frank Lloyd Wright Library, available to peruse between collections of sportswear, tailored clothing, and Made to Measure items.