MILAN, ITALY — Italian accessories brand Furla has kicked off a plan aimed at revamping its key stores worldwide with a new store concept conceived by the prestigious firm David Chipperfield Architects Milan.
The concept makes its debut in Milan, where Furla is unveiling during Milan Fashion Week its refurbished and enlarged flagship, which now occupies an area of about 265 square meters.
The flagship, consisting of two floors connected by a sculptural staircase as well as a new adjacent space that will house special events and pop-up displays, has been conceived by the British architect David Chipper field and his Team as a series of essential yet distinctive rooms connected through sumptuous arched doorways.
The recurring use of the arch inside the store celebrates the heritage of the brand, which was established in Bologna, famous in 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’s palazzo, is also part of the new Furla logo that debuted in February.
Featuring intriguing tactile textures, the walls of the store are coated 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 with Italian traditional Pastellone finish.
Around the perimeter, arch-shaped modular structures hold anodized aluminium shelves, defining a minimal yet stenographic setting that offers a contemporary interpretation of Carlo Scarp interiors.
The lightness of the perimeter displays is counterbalanced by the sculptural look of a series of central display elements and colourful marble that offer a contemporary interpretation of Angelo Mangiarotti furnishing. In addition, Furla President Giovanna Furlanetto decided to hang on a wall, behind a sculptural tree-shaped table, a particularly meaningful artwork. “Talentum Tolerare” is a neon realized in 2000 by American artist Joseph Kosuth for the Furla Art Award, which was considered Italy’s most prestigious prize for young artists. Through this sculpture, the brand pays homage to emerging talents, who find in the Furla Foundation an institution actively promoting contemporary culture in Italy
“We are proud to unveil this new exciting project in such a complex moment. We wanted to communicate a message of optimism and resilience since we think that, despite the current difficulties, the world of physical retail will continue to be highly relevant for a brand like Furla,” says Furla president Giovanna Furlanetto. “We are also honoured to have teamed up with the outstanding architect David Chipperfield and his Office, who have interpreted perfectly the effortless elegance and practical appeal that have always defined the Furla brand.”
“Working collaboratively 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 new built space.” says David Chipperfield.
In the Philippines, FURLA is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 5, Rustan’s Makati, Power Plant mall, Central Square, Bonifacio Global City, City of Dreams, Shangri-La Main Wing and Newport mall. Visit http://www.ssilife.com.ph or follow @ssilifeph on Instagram for more information.