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E’Stile, Rome. Finding a balance between online and offline

The role of communication in a sector which is experiencing a crisis. «Everybody is selling everything: we operate a selection», intw owner Pino Vastarella

Originally created in 2006 as fashion bookstore, E’Stile, in Parioli-Salario area of Rome, has become throughout the years a concept-store. Pino Vastarella, architect, artist and owner of the store explains, where the view is thousands of inputs allowing the client to explore a combination of different cultures: from Anglo-Saxon taste to Italian sensitivity.

Vastarella has transformed E’Stile in a creativity space where fashion is now able to coexist together art and design. «Nowadays, everybody is selling everything: we try to operate a selection», Vastarella explains. That’s why E’Stile has changed its skin without renouncing to its DNA. «I put together books and objects, try to make this space able to communicate two key-words: culture and passion», he continues.

E’stile, in conversation with owner Pino Vastarella

The role of communication in a sector which is experiencing a crisis and struggles to find the perfect balance between online and offline: «The key aspect is what to communicate. Today if you want to be interesting you have to communicate the present, the daily life. I’ve been a stylist for 20 years, afterwards I started selling what I previously bought: magazines, trends», he specifies.

The store is part of an international organization – Mode Information – representing Rome and the region. This allows E’Stile – one of the first fashion bookstore in Italy and the first one in Rome – to be also more peculiar in the selection of items and actually discover trends. «We scout objects, we choose publisher with good products, we’re selling trends», Vastarella says.

Apart from books – which range from art monographs to photography – one can get lost also among design objects, memorabilia, furnishings, models, collectibles. Among those clients can identify different brands: Alessi, Driade, Authentic Models, Visionnaire, Fabriano, Seletti, Playsam, Brionvega, Lemax, Mr Christmas, Bitossi, Ibride, Sabre, Mario Luca Giusti, Rosenthal, Fontana Arte, Lexon, Pantone, just to name a few.

E'stile Roma
 Courtesy E’stile Roma
E'stile Roma
 Courtesy E’stile Roma

E’stile, the gallery

According to Vastarella the space has to be conceived for people and their creativity. Downstairs there is E’stile gallery, a space used as a gallery which regularly hosts exhibitions, events, presentations and meetings. This was true till he has found a new synthesis: readings. Among being an architect, a painter, a photographer, Vastarella is in fact also an actor. «We’ve been doing readings where I play the male voice», he tells. After exhibitions he looked for a new idea to fill this space that, eventually, transformed it in a little theatre: «I’ve created a small group: the female voices are two actresses and one radio speaker. We select topics and then the authors and passages to read». In this way this space is enriched with another activity, being consistent with its spirt, which keeps connecting creativity and experience.


Via Chiana, 15,

Roma RM

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