The architectural expression made by the studio perfectly reflects what FURLA wanted, an attractive and elegant space with the space decorated with numerous sculptural pieces.
Description of project by David Chipperfield Architects
MILAN - Despite the global uncertainty caused by the current pandemic, Furla sends a message of optimism and positivity by announcing significant investments in its retail business. The Italian accessories brand has launched a plan to renovate its main stores around the world with a new store concept conceived by the prestigious firm David Chipperfield Architects Milan. The highly sophisticated and innovative concept debuts in Milan, where Furla presents its renovated and expanded flagship store during Milan Fashion Week, which now occupies an area of around 265 square meters.
Consisting of two floors connected by a sculptural staircase, as well as an adjacent new space that will host special events and popup exhibits, the store has been conceived by British architect David Chipperfield and his team as a series of essential yet distinctive rooms. connected through sumptuous arched portals.
The recurrent use of the arch inside the store celebrates the heritage of the brand, which was established in Bologna, famous throughout the world for its considerable porches. With its balanced combination of essential form and pure geometry, the arch, which also stands out in the architecture of the Furla Foundation palace, is also part of the new Furla logo that debuted in February.
With intriguing tactile textures, the walls of the store are covered with raw earth obtained by mixing different natural clays. This rough plaster creates a charming contrast with the smooth, continuous surface of the floor covered in the traditional Italian Pastellone finish.
Around the perimeter, modular arched structures support anodized aluminum shelves, defining a minimal yet scenographic setting that offers a contemporary interpretation of Carlo Scarpa's interiors.
The lightness of the perimeter displays is countered by the sculptural appearance of a series of central display elements and colored marble that offer a contemporary interpretation of the Angelo Mangiarotti décor. Also, the president of Furla, Giovanna Furlanetto, decided to hang on a wall, behind a sculptural table in the shape of a tree, a particularly significant work of art.
"Talentum Tolerare" is a neon made in 2000 by American artist Joseph Kosuth for the Furla Art Award, which was considered the most prestigious award for young artists. Through this sculpture, the brand pays tribute to emerging talents, who find in the Furla Foundation an institution that actively promotes a contemporary culture in Italy.
"We are proud to unveil this exciting new project at such a complex time. We wanted to convey a message of optimism and resilience as we believe that despite the current difficulties, the world of physical retail will continue to be very relevant to a brand like Furla, "says Furla president Giovanna Furlanetto. "We are also honored to have teamed up with prominent architect David Chipperfield and his team, who have perfectly interpreted the effortless elegance and practical appeal that have always defined the Furla brand."
Giovanna Furlanetto.
"Working in collaboration with FURLA and the Furlanetto family to find an architectural expression for this historic brand has been a rewarding process. Together we have sought to interpret its heritage while developing a story around the core product - the bag - within a newly constructed space."
David Chipperfield.
Consistent with the restrictions imposed by the pandemic, but also in line with its innovative omni-corporate channel communications strategy, Furla will offer the press, shoppers, and influencers the opportunity to live an exciting and immersive digital experience of the store through a dedicated website offering a 3D virtual tour of the flagship store.
