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Italy's Fidenza Village Opens Matthew Williamson Pop-up

The boutique, made to resemble a white box decorated with a neon pink stripe running on both the floor and a wall, will be open through the end of July.

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TEMPORARY HOME: Italian luxury outlet center Fidenza Village unveiled a Matthew Williamson pop-up shop on Tuesday. The boutique, made to resemble a white box decorated with a neon pink stripe running on both the floor and a wall, will be open through the end of July and will carry a selection of the brand’s ready-to-wear and accessories.

“This opening is in line with the strategy of the nine Chic Outlet Shopping Villages in Europe,” said Giuseppe Servidori, business director at Fidenza Village, which is operated by Value Retail. “We always try to bring something new in order to create an event for our customers.” Williamson made a stop in Fidenza before heading to South Africa on vacation.

“I have a flight to Cape Town in about two hours,” revealed the designer, who is also going to inaugurate a store in Qatar “soon,” following openings in London in 2004, New York and Dubai in 2009.

Williamson also said that after his break he will be back in London to work on a short movie celebrating the 15th anniversary of his career in fashion. The name of the director “is a secret at the moment,” the designer said, adding the film will be unveiled in London in September.