The Milan flagship store of Italian brand Fornasetti has been reimagined by design studio Tutto Bene, blending the historic with the futuristic. Located in the heart of Milan, the store underwent a dramatic transformation, with a new entrance and a complete interior overhaul. The result is a space that pays homage to Fornasetti's rich history while embracing contemporary design.
Tutto Bene's approach was to delve into Fornasetti's extensive archive, focusing on the brand's iconic collaborations and total interiors. The studio divided the three-story shop into distinct areas, each with its own unique character, all while maintaining a cohesive connection to the brand's heritage.
One of the key elements in the design is the use of stainless steel, creating a clean and modern aesthetic on the ground floor. Large screen-printed stainless-steel wall panels showcase oversized historic Fornasetti vase drawings, striking a balance between the artistic and the industrial. This tension between the historic and the futuristic is a recurring theme throughout the store.
The ground floor also features a flower shop with enlarged vase drawings by Piero Fornasetti, demonstrating a shift in scale. The Zodiac Room, on the other hand, is adorned with hand-drawn zodiac signs, paying homage to Fornasetti's fascination with astronomy and the interiors of the Andrea Doria ocean liner. These rooms are designed to evoke a specific historical or thematic reference from the Fornasetti universe.
As you move up to the first floor, the atmosphere shifts to resemble a museum or gallery space. Vitrines display Fornasetti products, creating a curated and refined ambiance. The top floor, known as The Apartment, offers a more intimate setting with four rooms designed to showcase Fornasetti's objects in a living space.
Throughout the store, Tutto Bene skillfully combines various materials to create a warm and inviting atmosphere, contrasting the steel-clad ground floor. Burl wood wall panels and trompe-l'œil painted walls add a touch of elegance and Italian charm, drawing direct references to historic interiors from the atelier. The color palette, predominantly white and black, ensures that the focus remains on the objects, which often feature playful graphic designs and patterns.
This project showcases Tutto Bene's ability to blend historical references with contemporary design, creating a unique and captivating shopping experience. The store's transformation is a testament to the studio's expertise in architectural and interior design, offering a fresh perspective on Fornasetti's iconic brand identity.
