The Art of Blending Past and Future in Retail Design
In the heart of Milan, a captivating transformation has taken place, courtesy of the talented team at Tutto Bene. Their recent project for the Fornasetti flagship store is a masterpiece of design, seamlessly merging the brand's rich history with a futuristic vision.
A Contemporary Twist on Brand Heritage
Fornasetti, renowned for its iconic motifs and decorative imagery, has received a modern makeover. Tutto Bene's approach was to delve into the brand's archives, seeking inspiration from historic collaborations and total interiors. This journey into the past laid the foundation for a unique retail experience.
The ground floor, dubbed the Fornasetti Space, is a striking example of this fusion. Stainless steel walls, adorned with oversized vase drawings, create a captivating contrast between the artistic and the industrial. It's a bold statement, showcasing the brand's heritage in a contemporary light.
A Journey Through Thematic Spaces
As one ascends through the three-storey shop, each room tells a different story. The design team masterfully crafted spaces that pay homage to specific historical and thematic references from the Fornasetti universe.
The flower shop on the ground floor is a delightful surprise, with enlarged vase drawings by Piero Fornasetti taking center stage. The shift in scale is intriguing, transforming a floral motif into a grand architectural element. This playful manipulation of size and context is a testament to the designers' creativity.
The Zodiac Room, with its hand-drawn zodiac signs, is another standout feature. It not only reflects Fornasetti's fascination with astronomy but also pays tribute to the iconic interiors of the Andrea Doria ocean liner, a collaboration between Fornasetti and Gio Ponti. These thematic spaces offer a narrative journey, engaging customers in a unique way.
Intimate Details and Material Choices
As we move upwards, the store's atmosphere evolves. The first floor, The Living Archive, resembles a museum, showcasing Fornasetti products in a gallery-like setting. The top floor, The Apartment, takes a more residential approach, displaying objects in living spaces.
Tutto Bene's material choices are particularly noteworthy. Burl wood wall panels and trompe l'œil painted walls add warmth and intimacy, a stark contrast to the stainless steel of the ground floor. This evolution in materials reflects a desire to create a cozy, domestic feel, allowing customers to envision the products in their own homes.
A Subtle Color Palette
The color palette, primarily black and white, is a strategic choice. It allows the playful graphic designs and patterns of the products to take center stage. This restrained palette, inspired by the brand's iconic screen-printed artworks, ensures that the focus remains on the objects themselves. It's a subtle yet powerful way to highlight the brand's identity.
The Designers' Vision
Tutto Bene's co-founders, Oskar Kohnen and Felizia Berchtold, have a keen eye for detail and a deep understanding of brand storytelling. Their work on the Globus Basel department store and the Cubitts West Village eyewear store further showcases their ability to create immersive retail experiences.
In the Fornasetti store, they have crafted a space that is both a celebration of the brand's past and a glimpse into its future. By blending historical references with modern materials and design principles, they have created a retail environment that is both captivating and commercially viable.
This project highlights the power of design in shaping brand perception. By infusing a store with a brand's DNA, designers can create spaces that not only sell products but also tell stories. It's a fine line to walk, but when done right, as Tutto Bene has demonstrated, it can result in a retail experience that is both memorable and commercially successful.
