Mondadori Megastore, Milan, by Migliore & Servetto

  • The brand’s red helps with wayfinding around the many shelves and stacks of books

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  • The centrally placed staircase that links the floors is resplendent in brand red

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  • The centrally placed staircase that links the floors is resplendent in brand red

  • http://www.designcurial.com/Uploads/Project/9576/images/276587/large/Mondadori1.jpg$,http://www.designcurial.com/Uploads/Project/9576/images/276588/large/Mondadori2.jpg$,http://www.designcurial.com/Uploads/Project/9576/images/276589/large/Mondadori3.jpg$,

  • The scheme incorporates the flexible elements of a retail environment in its metal display units and signage

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  • Integrated seating and lighting create a welcoming space aimed at encouraging customers to stay while

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  • Red and green with white shelving are used to represent a contemporary Italian brand

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The design for this three-storey book store takes book selling to new heights for the Italian retailer, with 600 outlets around the country.

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Project Info

Client: Mondadori Group
Architect: Migliore + Servetto Architects
Size: 750 sq m
Duration: Four months


Words by Emily Martin
Images by Andrea Martiradonna

A place for 'encounters between people and books', the Mondadori Megastore opened last summer in Milan showcasing an innovative layout concept that challenges a conventional bookstore configuration.

A leading book retailer in Italy, it sees more than 20 million people visit the some 600 outlets around the country each year. For the Milan store, bosses wanted to concentrate on the buying experience and commissioned Milan-based Migliore + Servetto Architects to deliver a design scheme that focused on product enhancement and a comfortable environment, using the theme Mondadori for You.

The centrally placed staircase that links the floors is resplendent in brand red
The centrally placed staircase that links the floors is resplendent in brand red

Opening to the public last summer, the new three-level store guides the visitor to the heart of the 'Mondadori Experience' with a wide central staircase at its heart. The staircase symbolises both a contemporary and traditional element: the red of the Mondadori brand -- as also seen on the signage -- mixes with the green and the white of the metal display fittings, with the whole concept designed to promote free movement between the levels.

The centrally placed staircase that links the floors is resplendent in brand red
The centrally placed staircase that links the floors is resplendent in brand red

The store has been designed as a place to spend time in and somewhere to return to. 'It's a welcoming space of "high density" products and people-friendly,' says Ico Migliore, founding architect of Migliore + Servetto Architects. 'It's a place where the visitors can easily find their way around, at their own pace.'

 The scheme incorporates the flexible elements of a retail environment in its metal display units and signage
The scheme incorporates the flexible elements of a retail environment in its metal display units and signage

Comfortable chairs feature throughout the scheme, which also includes a cafe catering to a wide range of clientele drawn by the store's stock. 'All around you can see the heritage and the story of Mondadori's editorial choices, through the graphics that evoke a selection of famous books published by the company in the past,' adds Migliore.

Integrated seating and lighting create a welcoming space aimed at encouraging customers to stay while.
Integrated seating and lighting create a welcoming space aimed at encouraging customers to stay while

Aligning itself to an exhibition space, the scheme also incorporates the flexible elements of a retail environment through its metal display units and signage. The use of light defines the space's different areas.

'To design a concept not only with a very strong identity but also in order to achieve a very high level and quality of durability and versatility in relation to the contents formed the main project challenge,' says Migliore.

Red and green with white shelving are used to represent a contemporary Italian brand
Red and green with white shelving are used to represent a contemporary Italian brand

'The story of Mondadori was an important element in our project; we wanted to express the concept of the first store "Mondadori for you" in a completely new idea and dimension up to create a real Mondadori Experience.'

Key Suppliers

Furniture
Kenfoster

Lighting
iGuzzini
Luceplan





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