Roger Vivier, the mythical French brand acquired by Diego Della Valle’s family, is set to have a concept store in Milan in 2005, after its first Parisian opening last year. Another 5-6 outlets are scheduled in other parts of the world including New York and Hong Kong. The aim is to focus not only on the product itself but also on the brand’s aura of elegance, which should be as much a motivation for the customer’s purchase as the design and quality of the shoe itself.