MILAN, Apr 4, 2010 / FW/ — In a groundbreaking collaboration, Sergio and Wallpaper will debut the “Men’s Footwear World Tour” with the opening of a pop-up store on April 14th in Milan during the Salone del Mobile 2010.

Designed by Antonio Cardillo, the concept pop-up store will carry the new Sergio Rossi men’s collection designed by the brand’s Creative Director, Francesco Russo.

Dedicated to the essence of “Sergio Rossi”, the man, Antonio Cardillo drew inspiration from the architectural style of Gio Ponti and the Tower of Velasca BBPR and thus creating a temporary installation in an enclosed permanent building.

The space is designed for exploration and constant voyage of discovery, the qualities that made Sergio Rossi, the man and the label famous.

“Our passion is to combine the tradition of Italian craftsmanship for men’s shoes with a contemporary, sophisticated style while still staying true to the codes of the Sergio Rossi. This ephemeral boutique is the perfect translation and demonstration of our commitment to customers, “said Francesco Russo, creative director for Sergio Rossi.

“Antonino Cardillo is one of the most significant architects of our time. Combining his talents with the modern interpretation of classic shoe offers Francesco Russo gives a fantastic shopping experience. It ‘an exciting and meaningful collaboration for Wallpaper * and a shop must see, “says Tony Chambers, Director of Wallpaper *.