PRIMADONNA Collection® world franchising shoes retail
The design of the new format for the footwear brand PRIMADONNA COLLECTION® represents a moment of further development for a company that has grown strongly and definitively established, after the five-year experience (2006-2011) of the first format already designed in 2006. The project preserves some recognizable traits and invents new ones giving the environment more valuable connotations. Volumetric evolutions and contrasts between full and empty connote the false ceiling, a strongly characterizing element of the architecture. The light stands out in a darker environment where white architectural surfaces contrast the black of the walls. The lighting studio is also designed to create accents and functional scenes for the product and for communication. The materials, rigorously shiny and translucent, white and black, enhance the opulence of the furnishings, yet designed with rigorous attention to serial production, a must for a franchise project. Light is also an element of continuity and connection of the entire space and, consistent with the previous format, gives dynamism, lightness and color. A backlit plexiglass strip with RGB LED strip runs around the perimeter providing the opportunity for seasonal visual communication.​​​​​​​
CLIENT: PRIMADONNA Collection® - Bitonto (BA) - ITALY
DESIGN: Arch. Vincenzo Russo
COMPANY: GP Shops S.r.l., Putignano (BA) - Tecna S.p.a., Monteroni d'Arbia (SI)
LOCATION: Eboli (SA), Gioia del Colle (BA), Lamezia Terme (CZ), Palermo (PA)
YEAR: 2011

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