year / anno
2023
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interior design
bloomscape architecture + Francesca Perani Enterprise
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collaborators / collaboratori
interior designer Claudia Martinelli
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photo / foto
Francesca Perani
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location / luogo
Italia – Milano
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type / tipologia intervento
Retail design
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client / cliente
ON-OFF Multibrand
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General Contractor: VER srl
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Fittings: L’angolo del legno – Gritti Emilio
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dimension / dimensioni
100 sqms
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English text
Giovanna Bosis
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Raw construction materials for a circular and flexible design
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Studios bloomscape Architecture and Francesca Perani Enterprise teamed up to create the new store for the multi-brand retailer ON-OFF in Milan, experimenting with flexible and scalable display solutions borrowed from the construction industry for a circular future.
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The 100sqm space is defined by an exposed structure in bright blue, anodised steel drywall framing combined with inserts and shelving in poplar wood. A playful reinterpretation of industrial and natural materials combined in their essential form to characterise the identity of the space.
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The designers dealt with the time limits for execution by identifying easily available construction solutions, with the intent of creating a new fit-out prototype inspired by the building world, mindful of waste and enhancing existing materials.
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The existing architectural space remains unchanged: a second skin, created using an essential skeleton structure, defines the area and the new ON-OFF corporate image. The original floor is treated with a neutral colour, and the walls are painted white, “freezing” the pre-existing. The metal-cyan structures, the wood, the polycarbonate and the mirrors complete the space.
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The shop is conceived as reversible in two ways: firstly, it offers the opportunity to develop any commercial premises limiting demolition and reconstruction costs; it also creates the possibility of repositioning the display elements or recycling them back to the world of construction.
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The project designers’ intent was to identify a single language, strongly connected to the materials used, to express the contemporary dynamics any project faces today; a creative vision answering the need for waste limitation and reduced access to refined materials.
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