Name
LaboratoryYEAR
2016TYPE
RetailLOCATION
MilanoNew multipurpose space that arises primarily from the need to have a place for the company to experiment, which here decides how to display, communicate and propose the product, how to create the windows and harmoniously put the collections together. Secondly, this space fulfills the function of transmitting the know-how of the company and the communication logic of the product to the shopkeeper.
The space of 1500sqm was conceived as a theater; at the entrance the visitor finds himself in a closed hall, separated from the exhibition area by a huge blue velvet curtain. In this first room we find the reception with behind it a shelving overflowing with objects of all kinds, which represent what from the past to today could have attracted the attention of the company and become part of the Trading collection. A small kitchen and a bistro area complete this first part.
Opening the curtain, the customer is catapulted into the exhibition area, full of stimuli and colors, where the product is the absolute protagonist. A long grandstand was created for meetings with shopkeepers or demonstrations on the use of products. The meeting areas conceived as scaffolding on wheels are designed to be able to move continuously between the shelves filled with products. Upstairs, a real street lined with shop windows has been recreated, where the product finds its greatest expression and where the shopkeeper can see the prototype of the image that his shop will have created.
Photos: ©Monica Spezia