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The Studio was commissioned to design a strong and evocative concept, which would retrace the essence of the well-known sportswear company, projected from the legacy into the future, through the materialization of an experience in which the user could immerse himself feeling part of a world linked to adventure and nature. The brand's historical connection with sports and high-altitude hiking influenced the visual identity of the project for which, the Studio, proposed solutions to reinforce the idea: throughout formal and volumetric manipulations, the figures proper to the landscape nas been used, namely the figure of a tree and the shape of a mountain, and materials such as stone and light, were re-interpreted in setting up and distributing the new sales spaces.
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The challenge was to create a path within a very large and articulated space in a location of the city undergoing strong regeneration. The founding idea of the project was to engage the passerby: taking advantage of the full-height window showcases in order to de-materialize the boundary between inside and outside, through the projection of an anamorphic video to attract the users inside, guiding them through a journey, leading them to the Experience Room in the underground floor. In order to intrigue, an “interior landscape” was allusively re-created, marked by a visit path that moves among the highlight elements, composed of light and matter, and accompanying the user through the store as if on an authentic adventure, discovering the world of Ciesse Piumini.
As part of the choice of suppliers, the firm took great care in selecting the materials and production technologies of the companies involved.
The ceramic products, entirely supplied by Cotto d'Este, comply with the production and performance standards of the latest norms;
the ingenuity of Artemide which, together with the designers, optimized the number of lighting fixtures so as to avoid energy waste;
the efficiency of Dresswall's solutions in providing the store with a versatile communication tool;
the innovative production systems of Hansboot Mannequins which, with the use of 3D printing technology, provided totally recyclable extruded plastic mannequins.
The heating and cooling system was saved, recovered and implemented.
The project is inserted in the urban context of the San Babila shopping area through a series of scenic artifices: large transparent surfaces, a mirrored volume, a cascade of light, a mountain and its fragments. Stone, light, Ciesse yellow and the garments on display.
Permeability, suspension (physical and temporal), materiality and rough-hewn, dynamic geometric shapes. In the windows, a set-up in line with the concept was proposed by suspending the mannequins from the floor. The puffers and jackets thus become the real protagonists - and inhabitants - of this new landscape born in the heart of the city of Milan.
If the entrance on the ground floor conveys a sense of openness and permeability, the same was proposed in the underground floor - where the height is reduced and the space is divided into two rooms. Voluntarily, however, the perspective was chosen to be reversed, upside-down. In this gesture, the arrival at the basement represents another phase of this journey: here, the space is defined by a luminous pathway on the floor that accompanies, through the design of iron tubulars, into a uniform environment, finished in lime putty: this space is punctuated by large luminous niches, like windows in a cave that transfix a surrealist sky.
At the end of this adventure, the Experience Room allows visitors to enjoy a unique interactive experience through the use of 3D video and immersive sounds.
In continuity with our design research, also in this work color takes on a signaling role never losing its being structural material of the project, the very substance of architecture that enters into relationship with volumes by dilating or deforming their mass. The result stands before the end users with empathy in an identification that creates a positive circuit of stimuli.
The adventure begins with architects Alberto Salvati and Ambrogio Tresoldi in the early 1960s and travels, with dedication and enthusiasm, through the different fields of interior architecture and industrial design.
It designs factories, houses, furniture, offices and fittings, deepening a continuous research on color as the supporting structure of spaces and volumes of architecture.
In 2000, the Studio created by Salvati includes in the structure the architects Claudia Gobbi and Massimo Pedrazzini, who give continuity and evolution to this path, considering architecture, interiors and design different faces of the same design reality focused on the idea of space.
Step by step, material by material, project by project, the relationship with the client appropriates a well-defined visual identity: it is a matter of listening, dialogue, design, reality. And finally, satisfaction.
