Dolce Vita is taking its campaign theme to heart with its latest in-person experience.
On Wednesday, the Steve Madden-owned footwear and accessories brand opened The Dolce Vita Flat, a month-long residency at 179 N 10th Street in the Williamsburg neighborhood of Brooklyn, N.Y.
Rather than a traditional showroom or store space, Dolce Vita has transformed a second-floor Williamsburg loft into a fully furnished home. Throughout this residency, the space will host dinners, editorial appointments, styling sessions and community gatherings, the company said.
The space also draws on the textures and influences of the brand’s “Designed to Be Lived In” fall collection, translating the campaign’s focus on personal style into an environment that extends beyond footwear, handbags and accessories, Dolce Vita added.
To bring the loft to life, the brand has partnered with a network of female artists, designers and local creatives, including Gabriela Mifsud, Sophie Lou Jacobsen, Sophia Mullin, Julia Mervis and Zoe Johnston of Spilt Milk Collective, alongside local partners With Others Brooklyn and Silence Please. Each collaborator will contribute to the residence and its month-long calendar of programming.
“The Flat is a natural expression of where we’re taking Dolce Vita,” Lisa Greenwald, president of Dolce Vita, said in a statement. “Footwear has always been at the heart of our brand, but our customer’s life is so much bigger than her shoe closet. As our collections continue to evolve, we’re thinking about the many ways Dolce Vita can be part of that life.”
Greenwald added that as the brand grows, the company wants to “show up” more with elevated product and a point of view that “feels both premium and accessible.”
“The Flat gives us an opportunity to build deeper relationships with our community, understand what resonates with her and bring her into the world we’re creating,” Greenwald noted. “This is a beginning, not just a one-off.”
The opening comes just months after Dolce Vita parent company Steve Madden Ltd. reported that total revenue in the second quarter of fiscal 2026 rose 19.1 percent to $665.9 million from $559.0 million, with net sales up 19.2 percent to $662.9 million from $556.1 million.
Chairman and chief executive officer Edward Rosenfeld noted that the company’s Dolce Vita brand “had an outstanding second quarter with strong growth across wholesale and direct-to-consumer channels, driven by a compelling product assortment highlighted by jellies, ballet flats, mary janes, mid-heel dress shoes and thong sandals.”
