With a hint of surrealism, Macondo is named after the fictional town in Gabriel García Márquez’s masterpiece, Cien años de soledad
Home to a collection of luxury men’s and womenswear, Macondo features full-height windows overlooking three streets in the mosaic-paved downtown crowded with tourists and locals. Through its selection of pieces by both established and emerging designers, Macondo has acquired a reputation for predicting the season’s must-haves all the while throwing new labels into the mix.
Macondo Store was conceived by 247, an Italian fashion company renowned for its presence in the industry and its carefully-curated brands. As Head of Buying Manuel Marelli explains, «Macondo was conceptualized as 247’s own platform and window on the world, and as a touching point between fashion and cultural discovery».
With a hint of surrealism, as the store is named after the fictional town in Gabriel García Márquez’s masterpiece, Cien años de soledad. The result is a must-visit concept store and «an intercultural exchange between fashion and art». The location once played host to a British interior shop, an unexpected choice for Macondo. «The choice was fortuitous, as we were searching, the location became vacant», confides Marelli.
An ideal location and space convinced Macondo to move into the new premises renovated and designed by the Copenhagen-based Moon Agency and Stockholm-based design studio Stamuli AB. The store is composed of three areas distributed in a sequence blending fluid and organic, with designer details, light fixtures, soft colors, and lean structures begetting an ambiance.
Macondo Store’s clientele is «broad-based» as Verona’s appeal to international customers is significant. Clientele from beyond the borders is «responsive and prepared on all emerging labels», allured and seduced by novelties inspiring a feeling of exquisite. Macondo’s selection of both iconic and emerging brands is what sets it apart. «Finding edginess and usefulness at the same time gives a special feeling and justifies the expense. Besides, our location conveys positive and relaxing vibes».
Macondo demands vision from its brands in terms of aesthetic and positioning in the system. To join their portfolio, brands «must arise curiosity and enchant attention». Design comes first, but communication (whether offline or digital), networks encompassed, attention and receptiveness of today’s social and ethical themes (eco-sustainability, diversity, inclusion) are essential requirements for any brand aiming to see its pieces featuring in Macondo’s prized selection.
«We are receptive to these themes, the goal in every activity is to maintain a profile as much sustainable as viable, given circumstances», underlines Marelli. The store’s packaging, for example, was studied to be as less harmful as attainable, using eco-sustainable materials such as corn starch, the same material used for all Macondo’s shopping bags. Receptiveness to sustainability is also observed in the selection of brands.
«Sustainability is verified through goodonyou.com for a rapid and certified result». A plus during selection is also how potential new brands handle the deadstock, include recycled materials in the chain, and feature upcycled collections.
The COVID-19 crisis impacted Macondo’s developments. «Macondo’s purchasing plan had to be readjusted, budgets were cut and, with a heavy heart, so were a few brands». A safer buying strategy became imperative, and a few business developments scheduled for the year 2020 had to be postponed.
Still, Macondo has a new project in the pipeline «a treat in line with Macondo’s image and DNA, assessments were thorough so it would not be the umpteenth project overlapping, we envisaged a new idea, alternative and personalized, so that our clientele may relish a ‘softer’ yet curated experience».
Galleria Pellicciai 5