Dolce Vita began in 2001 as a sketch on a cocktail napkin. The founders had been studying in Italy and named the label after their favorite bar there before setting up shop on New York’s Lower East Side. More than two decades later, its flats, boots, and heels have traveled well beyond downtown, and the name still sums up the attitude. It’s la dolce vita, the sweet life, and the shoes are made for the everyday version of it.

This fall, that idea moved indoors. For its campaign, “Designed to Be Lived In,” Dolce Vita took the title literally and moved into a Williamsburg apartment. The Flat is filled with vintage art and furniture, original pieces by Gabriela Mifsud, and styling by Sophia Mullin, and the shoes sit wherever you’d expect to find them in a friend’s home. Over the past few weeks it has hosted an intimate dinner with Julia Mervis, a Sunday Sauce gathering, and plenty of guests who came for a look and ended up staying for hours.

We spoke with Dolce Vita President Lisa Greenwald and Head of Marketing Sarah Beugoms about turning a campaign into a home, and about the house rule they’d hand anyone in a pair of their flats.

Where and how did this idea to host a Flat begin? What did the process look like for deciding on this space and this location? ‍

Lisa: The idea grew out of our fall campaign, “Designed to Be Lived In.” We wanted to take that concept beyond the campaign and invite people to experience the world around the product. Footwear is at the heart of Dolce Vita, but we're thinking more broadly about our customer's life—where she goes, who she spends time with, and what inspires her. And with flats playing such an important role in the collection, there was a playful connection in the name.

Williamsburg felt like a natural home for the concept. It's a neighborhood where fashion, art, design, and culture intersect, and the residential setting allowed us to bring those different parts of our customers' world together in a way that felt authentic to the brand.

‍What was the intention when putting together the interiors? How do you want people to feel when they step into The Flat?

Lisa: We wanted it to feel like the home of a friend with great taste—someone who collects interesting things, mixes vintage with contemporary pieces, and always makes you feel welcome. The textures, colors, artwork, and unexpected details give the space personality and make it feel aspirational without being intimidating.

There's an effortlessness to Dolce Vita that matters to us. We wanted people to walk in, appreciate the design, and then feel completely comfortable making themselves at home. Beautiful spaces, like beautiful shoes, are meant to be lived in.

The team had described The Flat as an “experiment” – what would make this experiment a success? And how might this experience shape further events/engaging activations with Dolce Vita in the future?

Sarah: For us, success isn't just about how many people come through the door. It's about what they take away from the experience. Did they discover a product they love? Meet someone interesting? Leave feeling more connected to Dolce Vita?

This was our first activation of this kind, so it's also been a great opportunity to see what really resonates with our community. Those insights can help shape everything from future events and creative partnerships to how we bring experiences into our stores.

How did you approach the different collaborations that are part of The Flat? Across fashion, art, and design, where do you feel the ethos of your collaborators meets the ethos of Dolce Vita?

Sarah: We looked for people with a distinct point of view and a genuine connection to the world we were creating. We wanted each collaborator's personality to come through rather than asking everyone to fit into one specific aesthetic.

Gabriela Mifsud's artwork brought femininity and texture, Sophia Mullin brought a thoughtful eye to the styling, and Julia Mervis brought personal style and humor. They each contributed something different, but what connects them is a shared appreciation for design, individuality, and bringing people together.‍

What makes for a great night at The Flat? Are there any favorite memories or takeaways?

Sarah: A great night at The Flat has all the ingredients of a great evening at someone's home: good music, good food, an interesting mix of people, and conversations you don't want to end. The space and the product give people something to discover, but the guests bring the energy.

My biggest takeaway has been the value of giving people time and space to connect. From Julia's intimate dinner to the Sunday Sauce gathering, each occasion brought a different personality to The Flat. That's something I'd love to carry forward, creating experiences people genuinely want to be part of because they enjoy being there.

Your film with Julia Mervis plays with the idea of house rules. If you could add one playful house rule for everyone who wears Dolce Vita, in or out of The Flat, what would it be?

Lisa: Dress like you might run into your ex. Even if you're just taking out the trash.