Embracing a Legacy: The Renovation of Fornasetti’s Milan Flagship Store
Design studio Tutto Bene has recently transformed the Milan flagship store of the iconic Italian brand Fornasetti. This endeavor seamlessly blends modern aesthetics with historical references, utilizing materials like stainless steel, burl wood, and trompe l’œil-painted walls to craft an environment that pays homage to the brand’s rich heritage. Unveiled during Milan Design Week, this renovation signals a new chapter for Fornasetti, inviting a fresh audience into the brand’s storied past.
A New Entrance and Interior Overhaul
Nestled in central Milan, the flagship store features a completely revamped entrance and comprehensive interior redesign, rejuvenating the shopping experience while remaining rooted in tradition. The approach was intentional, focusing on creating spaces that invite exploration and admiration. Oskar Kohnen, co-founder of Tutto Bene, emphasized their commitment to Fornasetti’s legacy by diving into the brand’s archives, particularly its collaborations that transformed ornamentation into immersive experiences.
Ground Floor: Fornasetti Space
The ground floor of the store, aptly named the Fornasetti Space, serves as a dynamic exhibition area. Here, stainless steel walls impart a sleek, contemporary atmosphere, representing a striking contrast to the soft, ornate imagery known to Fornasetti. Large screen-printed panels displaying historic vase illustrations bridge the gap between artistry and industrial design, creating a dialogue that merges the past with the present.
Felizia Berchtold, Tutto Bene’s co-founder, explains, “We liked the tension between the artistic and the industrial, the historic and the almost futuristic.” This blend sets the tone for a store that is not just a retail space but an artistic installation that entices visitors to linger.
Thematic Room Designs
Moving through the store, each room unfolds like a narrative, meticulously designed around evocative themes from Fornasetti’s universe. The flower shop, for instance, showcases oversized drawings of vases, transforming everyday objects into monumental architectural features. This thoughtful scaling invites a reimagination of familiar items, prompting visitors to engage with the luxuriousness of these designs.
The Zodiac Room features hand-drawn zodiac signs that reflect Fornasetti’s long-standing fascination with the cosmos. This specific theme evokes the majestic interiors of the Andrea Doria ocean liner, a masterpiece designed by Fornasetti in collaboration with Gio Ponti, blending nostalgia with innovation.
Elevating the Gallery Experience
On the first floor, dubbed The Living Archive, the design shifts towards a gallery-like atmosphere. Vitrines display a curated selection of Fornasetti products, allowing visitors to appreciate their craftsmanship against a backdrop that feels both intimate and refined.
Iconic designs are featured prominently, creating a sense of reverence for the brand’s history. The top floor, known as The Apartment, comprises four rooms designed to replicate living environments showcasing Fornasetti’s objects. Here, the aesthetic becomes more personal and relatable, blurring the line between art and everyday life.
Material Innovation and Design Philosophy
Throughout the renovation, Tutto Bene employed a thoughtful combination of materials to cultivate distinct atmospheres across the various levels of the store. The ground floor, dominated by industrial materials, contrasts with the more intimate feel of the upper levels, which feature burl wood panels and trompe-l’œil walls that celebrate Fornasetti’s elegance and Italian roots.
Kohnen notes that, “Materials become more intimate and domestic,” enhancing the overall visitor experience. The predominant color palette of black and white serves to highlight the intricate, playful designs of Fornasetti’s renowned products, ensuring that the craftsmanship is always the focal point.
Conclusion: An Experience Beyond Shopping
The revamped Fornasetti flagship store represents more than a retail space; it’s a celebration of art, history, and design. By juxtaposing industrial elements with whimsical artistry, Tutto Bene has crafted an inviting environment where visitors can explore the depth of Fornasetti’s legacy in Milan. Each corner of the store offers a new narrative, making it a must-visit destination for design enthusiasts and casual shoppers alike. The blend of historical homage and contemporary design invites one to reflect on the lasting impact of Italian artistry.
Photography by Ludovic Balay captures the intricate details and design philosophy behind this exceptional store renovation.