Alberta Ferretti via Montenapoleone, Milan Store Design, Italian Shop Architecture, Architect

Alberta Ferretti Store Milan : via Montenapoleone

Contemporary Milanese Store, Italy – design by Sybarite, Architects, UK

30 Nov 2010

Alberta Ferretti via Montenapoleone Store

Design: Sybarite

Alberta Ferretti via Montenapoleone

Opened in September 2010, this Alberta Ferretti flagship boutique is located on the prestigious via Montenapoleone in the heart of Milan’s fashion district. Sybarite’s approach was to strip the building back to its essential form, creating an extremely simple backdrop to highlight the femininity and lightness of the clothes. Bespoke magnetic display props achieve maximum flexibility in visual merchandising, while sculptural freestanding elements stamp the Ferretti brand upon the space.

Alberta Ferretti via Montenapoleone Milan Store

The original façade had to be maintained but the interior vestibule has been utilised, bringing the shop forward and allowing clear views into it from the street. In accordance with conservation guidelines, the interior structural walls were all maintained, dividing the space into separate rooms connected by tall arching doorways.

Once everything was stripped back to bare bones, the walls were painted pale warm grey and floors finished in white marble seminato. Placed on a grid corresponding to the existing room divisions, the movement joints of the seminato fall naturally and highlight the structural elements of the building.

In keeping with the Alberta Ferretti concept, lighting sets the mood and allows the clothes to become the focus. Barrisol screens back light wave-patterned glass, casting surreal shadows, while spotlighting on mannequins creates the impression that light is emanating from the product itself. Signature black rails are split and cantilevered upwards off the floor while a ‘shuttlecock’ table embedded with LED screen tilts slightly, anchored at its tip and seeming to defy gravity. The energy created by this tension offsets an otherwise calm and minimalist space.

Alberta Ferretti via Montenapoleone Milan Store via Montenapoleone Milan Store Alberta Ferretti via Montenapoleone Milan Store by Sybarite Milan Store on via Montenapoleone
images from the architect

Alberta Ferretti via Montenapoleone Milan – Building Information

Shop address: Via Montenapoleone, Milan, Italy
Client: Alberta Ferretti
Architect: Sybarite, London (Simon Mitchell, Torquil McIntosh, Filippo Ferraris)
Specialist Fabricator: Modus Arredamenti (Massimiliano Tiezzi, Walter Morini)
Shop Area: 172m²
Completed: Sep 2010

Photographer: Stefano Guindani

via Montenapoleone Store Milan images / information from Sybarite, Architects

Sybarite designers, London, England, UK

Location: via Montenapoleone, Milan, Lombardy, northern Italy, southern Europe

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