TAD concept store reborn as Seconde Vue in Rome with upcycling focus

Federica Dollfus Volckersberg, daughter of TAD founder Marina Coffa, is launching Seconde Vue in Rome on May 16, 2024. The new project inherits TAD's lifestyle vision but pivots to sustainability and circular economy, emphasizing pre-loved fashion and upcycling. Located at via di Monserrato near Piazza Farnese, the space will offer second-hand clothing curated by local stylists, artisan workshops, monthly swap days, and a line of printed linen textiles. Initial collaborators include textile artist Margherita Alekvsieska Sclavi, ceramicist Nordine Sajot, and artisan Marco Montalti. The venue, renovated by Monica Brachetti, previously housed art galleries. Dollfus aims to revive the exclusive, multisensory shopping experience of TAD while promoting conscious consumption and supporting local artisans and emerging designers. TAD originally opened in 2001 on via del Babuino, with a Milan outpost from 2006 to 2010, and was known for blending retail, exhibition, and dining spaces.