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SGS Architetti Associati
via Francesco Nullo 14, 20129 Milano, Italy
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Occupying the site of a former jewelry store in Piazza Virgilio in Milan, it is the first ‘jewel’ in the Nanan brand. The unusual circular installation reflects the graphics of the logo and at the same time symbolizes the protective, delicate maternal embrace. Through a sequence of circular spaces, the intention was to create the ideal setting for viewing the products and maximize immersion into the neo-world of Nanan. The use of frames from different sections lends a retro flavor, eliciting the feel of a luxurious French home. There is no disconnect between the purity of a contemporary approach to the use of materials and the sumptuousness of the decorations. The impact of the decorative elements is softened by the choice of a monotone color scheme -- the dramatic use of white, for both the floor and wall finishes, the furnishings and the lighting fixtures. Diffused light -- except for the Murano glass chandelier that simulates a cascade of white ribbons, as if suspended in air -- contributes a sense of lightness.

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MORELLATO NEW YORK 2008

Located in the French Building, one of the most famous 5th Avenue edifices, the Morellato store occupies 150 square meters, has 4 shop windows and hosts the firm’s collections of jewelry, watches, leather and writing tools. A key location from which to convey the quality of Italian-made goods, the innovation and contemporary style that have spelled success for the brand around the world. The store follows the concept of the other stores in the same line, making use of core elements like dark floor coverings (preferably wood, but in this case it is wood-look stoneware tile to prevent deterioration caused by severe weather conditions), the blue and white MDF furniture and the wave of ceiling lights (Kundalini).

MORELLATO LONDON 2008

This Morellato store is located in London’s Westfield Center (White City), Europe’s largest luxury mall with approx. 250 shops, and 35 restaurants spread out over 17.5 hectares [about 43 acres]. Given its upscale location, the store’s design contains some innovations not common to the familiar look of the Morellato chain. Specifically, pictographic displays were designed in the display cases, geometrically offset wood portals that hold, at eye level, product displays and, as the height increases, have the dual purpose of composition and technological elements.

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

After Rome, the first Moreschi flagship store opens in central Milan, in Piazza San Babila. The boutique spreads over several floors and reflects the core values of the Moreschi brand, consistently committed to creating high-quality, artisan-crafted products. The prized materials employed range from the rosewood furnishings to the cowhide and dark Emperador marble on the floors, from the ostrich leather on the vintage armchairs to the hammered leather on the other chairs, all lending a comfortable, cocoon-like feel to the setting. Dynamic energy is the keyword, embodied in the projecting rosewood shelves that disrupt, change thickness, and morph into containers that exhibit and envelop the object like a jewel, heightening its uniqueness. They seem to follow the rules of disorderly conduct, but only apparently, because nothing in this store is left to chance. Ceiling to floor display cases, open to the interior of the shop, hung with drapes that can be closed when necessary, with a theatrical flair.

A project in partnership with Attilio Ladina.

 

Photo shooting: ALMA PHOTOS

The Moreschi Showroom is just steps away from the Moreschi Milan flagship store. The key words for this project were elegance -- which has always been synonymous with the brand -- and linguistic simplicity, expressed through the use of architecture at the service of the object being displayed. The showroom occupies a historic building with amazing views of the city center, filled with natural light; the layout is regular and is comprised of a single room, part of which is used for display and part for offices, all of which blend together as a single unit. The products are displayed on individual floating shelves that seem to come straight out of the walls and, with their random placement, punctuate the walls without ever taking away from the object on display. The use of light shades on the walls, warm coffee-color stoneware tiles on the floor, and the shelves in wood and bronze all combine to maximize the overall effect.

A project in partnership with Attilio Ladina.

 

Photo shooting: ALMA PHOTOS

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