Pier Currà designs the new Campomaggi Flagship Store in Milan.
How were you commissioned?:
Campomaggi, an important Italian fashion brand producing leather bags and accessories, was looking for a set-up proposal for their new Flagship Store in Milano. We provided it also with some suggestions on how to strengthen of the company's identity and this was really helpful to hit the target and obtain the commission.
What was the brief from the client and how much were they involved?:
The brief was poetical and conceptual. Marco Campomaggi has a great ability to convey his own enthusiasm, and this was really precious in order to understand the brief and to define our proposal. The time to arrange and execute the project was really short (30 days) so we really needed to join poetry and pragmatism.
How did the brief affect the materials and design choices?:
A lot. Talking with Marco Campomaggi gave us the opportunity to better understand his personality, his imaginary and his approach to bag design. A world of references and connections that have been precious to define the identity and the store's setting up.
How did your previous experience help you with this project?:
The importance of the supply chain, in this case, was paramount. Each of the store furnishing is custom designed and there was no time to build mock-ups or to change ideas, so we just compared samples and materials. Everything had to fit right at the first attempt so we really needed high-level workers and manufacturers.
Can you explain the layout of the project:
We thought about the concept of "time", that is higly important for the Campomaggi brand. To do this we tried to rethink the Italian sixteenth-century workrooms as they were perfect examples of "rooms of time and collection". The most ambitious goal was to tell the brand great craftsmanship immersing the visitor into a world of memories and connections with the origins of the company and its designer. In the end we are delighted with the results.
What problems or challenges did you face?:
The target was very high: the first company Flagship Store in the heart of the Milan's prestigious fashion district, with an important development of the brand identity. Furthermore there was not enough time to do it. We really worked hard to reach this wonderful result.
What do you feel were the most unusual design elements of the project?:
We rethinked the secular geometries of the "plutei" (bookstands) of the Malatestian Library in Cesena, UNESCO heritage, also interpreted through the choice of electing the book as a symbol of the whole project and key. Similarly, large perforated doors give voice to the mirabilia kept in the Italian sixteenth-century workrooms, witnesses of distant journeys and precious memories.
How do you think this project is pushing design forward? What makes it special?:
The strong connections between: craftmenship, culture and the origins of the brand.
Please provide details of product names and suppliers where possible.:
TiNova: furnishes contract. Daniela Poletti Zino (Vetrofuso): handmade glass lamps
Photos - Credit Michele Lugaresi
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