Saturday, 14 February 2015

Model Oriented Italian Fashion Retailer by Alberto Apostoli Facility

When it comes to creating an Swedish fashion store based on a new company’s overall communication tactic, things can get tricky. Nevertheless , Alberto Apostoli Studio came across a design that is equally appealing and brand focused. Here is the official description with the Eliseo store from the designer: “The concept underlying that project is based on a combination of creative imagination and rationality and builds up through a refined use of type, light and colour. Rationality is implicit in the make use of squared shapes executed with glass and metal; creative imagination is mainly to be seen in several elliptic elements rising from floor to model often the false ceilings, thus leading to separate the retail living space into three distinct parts: menswear, ladies’ wear in addition to young fashion. Important regions of emotional communication with the patrons are, for example , the back‐lit glass display cabinets, the RGB lighting of the false ceiling and the “honeycomb” display sections in glass and sheet metal. The LEDs, whose usable and horizontal light is needed by Apostoli as a right surface covering, run all of along the main aisles with the store and its furnishings, adjusting the latter into reasons for indirect light.

All furnishings have been custom‐made by the architect’s own design and are characterized by an unusual combination of goblet and pearly white colored wood. A particularly impacting ingredient is provided by the large brown leafy wall which appears to be “boxed” inside a glass display display case and whose interior offers the backdrop to the china cases and furniture elements developing the till area. The massive display table positioned towards the entrance is particularly striking and stylish with its all glass design that is partially illuminated from inside. A clever use of colour has been conducted: coffee and beige for any resin flooring, dove dull for the furniture and chapters of the flooring and, finally, crimson - a flash connected with colour that defines many graphic details, as well as a nearly all unusual chair that has been exclusively created for this project. ”


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