design concept
VALERIO 1966® - Worldwide clothing and shoes retail franchise, Arese (MI) - Italy
2016
VALERIO 1966® is the franchising store format project of the homonymous men's and women's footwear and apparel brand. The first point of sale was established within the commercial gallery of the Arese Shopping Center—the largest shopping mall in Europe, which opened on April 14, 2016, and was built inside the former Alfa Romeo headquarters in Arese (Milan).
The rigid architecture, characterized by the marked linearity of the ceilings and the contrast between solid and empty spaces (black/white), is countered by the soft and refined design language of the furnishings, which are monolithic and static in the central area, yet dynamic and light along the walls.
The sole disruptive chromatic element is gold, a symbol of opulence used to connote the 'Made in Italy' product aimed at a medium-to-high-end buyer segment. The dynamic lines—of both the architecture on the ceilings and the design on the walls—interact with the video projections of two large, vertically-oriented LED walls.
CLIENT: TVALE Group S.r.l., Modugno (BA) - ITALY
COMPANY: Tecna S.p.a., Monteroni d’Arbia (SI) - Design 2000, Bitonto (BA) - ITALY
LOCATION: Arese (MI) - ITALY
YEAR: 2016
