As many people know, Mattina finally opened its own brand store in Shanghai. After hosting 2023 China Trunk Show I braved the pouring rain, dragged my suitcase, and rushed over to check in.
The address is No. 78 Anfu Road, and the entrance decoration is quite elevated.
When I saw the logo at the front door, I thought it was a logo specially designed for this store, and when I came in, I found that it was a complete upgrade of the brand’s vision.
The area is not large, but it displays almost every model of Mattina.
You can see the shoebox below, is it different from the Mattina you know.
The color of the shoe box was changed from navy blue to lighter sky blue, and the logo font became like a stone carving.
The texture of the shoe box is also stronger than before.
Redesign is not only on the packaging, but also in the product details.
For example, the logo is replaced with a new one, highlighting the French mark, and the logo font is consistent.
Shoe tree also changed from spring to hinged.
The sole, on the one hand, the logo on the waist was changed, and then the heel was a Vibram product, but this product, Vibram name it Mattina. At the junction between rubber and leather, the fine tooth marks, the embossing at the junction of the forefoot and waist, are very fine details.
In terms of products, Mattina used to focus Goodyear construction, and now it also launched Blake product line, because of the relatively low price, with this unique style Vivaldi, sales are very good.
Last is also increasing, and in addition to the familiar C last, N last, and H last, I last has now been added. The last gives the impression of a great letting-go, and it is said that ZHAO Ruoda absorbed inspiration from Eastern European shoes.
The toe cap is round, wide, relatively towering, and the forefoot is significantly elongated. If there’s anything different from the Italian taste, it’s the height of the toe.
This last is very recognizable, and it is also fully recognizable on this pair of Caprice. The style of the shoe itself is Respighi-S, with reverse split head stitching and Pie crust apron. I last makes the reverse seam area noticeably longer, and the shoes feel almost another model.
In addition to changing the last, this pair of Caprice is also the first time Mattina use drum tanned leather. The pores of the leather can be seen very clearly, and this aging can be extremely tempting.
Speaking of the Capriccio concept, this is a limited edition that Mattina releases every month.
For example, this pair of single monk plain toe monk, a style I have never seen at all, combined with peccary leather, is said to have been sold until only the last pair remains.
It seems that I last is quite popular.
The workmanship of the shoes is also very exquisite, I don’t mean fine, but a special design for this style. For example, does the fudge on welt seems wider than the normal Mattina?
If it is not obvious, look at the fudge on the waist, they are wider. This is not a craftsmanship defect, but a rough feeling deliberately matched with peccary leather and I last.
In the end, there is only one beautiful girl in the store, who is a genuine shoemaker.
Be sure to check it out when you have the opportunity.