design concept

VALERIO 1966® - world franchising clothes and shoes retail, Arese (MI) - ITALY
VALERIO 1966® is the project for the franchised store format of the eponymous brand of footwear and clothing for men and women.
The first sales point was born inside the shopping mall of the Arese Shopping Center, the largest shopping mall in Europe inaugurated on April 14th 2016, built inside the old Alfa Romeo headquarters in Arese (MI).
Contrary to the rigid architecture marked by the marked linearity of the ceilings and the contrast of voids and solids (white / black) is the soft and refined language of the design of the furnishings, monolithic and static in the central part, dynamic and light on the walls.
The only chromatic element of rupture is gold, a symbol of opulence to connote the made in Italy product aimed at a medium-high range of buyers.
The dynamic lines of the architecture on the ceilings and of the design on the walls interact with the images in video of two large Led walls with vertical geometry.
CLIENT: TVALE Group S.r.l., Modugno (BA) - ITALY
COMPANY: Tecna S.p.a., Monteroni d’Arbia (SI) - Design 2000, Bitonto (BA) - ITALY
YEAR: 2016

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