In via Frattina, in the heart of Rome’s shopping district, in a building from the mid-1800s the Moreschi brand inaugurates the first monobrand store, completely renovating its image. A new display format, two separate entrances, one for Men and one for Women, that frame the products on display through a dynamic sequence of positive and negative spaces. The sales area is laid out like the path through a museum, skillfully-lit, so the uniqueness of the products emerges out of disarranged order. Central to the sales area is a sinuous, helical stairway leading to the first floor, almost entirely dedicated to the Moreschi outerwear and knitwear collection. The use of luxurious materials, Vratza marble for the floors and glossy lacquered ebony for the furniture, a lacquered finish on the walls and various skillfully integrated light sources lends a comfortable, cocoon-like feel, emphasized by the use of vintage armchairs.

A project in partnership with Attilio Ladina.

Photo shooting: ALMA PHOTOS

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