“Order is the pleasure of reason but disorder is the delight of imagination” [P.Claudel]

Inaugurated in April 2017, the Càos store is the last of the projects carried out by the Tuscan volcanic entrepreneur Silvia Bini, a reference name for fashion on the Italian and international scene. Studio Svetti Architecture curated the design and construction of this exclusive space characterized by the simplicity of lines and shapes and which sees inside corners dedicated to prestigious brands such Celine, Gucci, Fendi, Balenciaga, Valentino, Stella McCartney e  Saint Laurent.

The new store in Viareggio is located in the premises of a historic building, the former Sorelle del Mare, on the city’s waterfront. The guidelines of the original building have been maintained and the spaces distributed in succession on three floors, contextualized through different display systems, with a single fil-rouge: the celebration of the product.

The project intervention has upset those that were the morphological features of the existing environments through the elimination of every type of partition and thanks to the creation of a staircase body wedged in a triple volume. The minimal use of materials and furnishings gives a refined and essential character.

The space is dominated by the contrasts between the metal of the furnishings and the rough plaster of the walls or between the silk velvet upholstery of some wings and the materiality of the floor, the result of a wise mix of polished concrete and aggregates from local quarries.

Sinuous hand-crafted metal sheets, 3 mm thick, support the display, emphasizing the products against a neutral and dark color background.

The all tailor-made furnishings act as real architectural devices at the service of sales, in addition to articulating and hierarchizing every single internal space.

Suppliers

Construction company: AEFFEDI

Finishes: BM Clima

Lighting and Domotics: Zumtobel with Graziella Smart Technology

Glass doors and windows: Jansen Janisol and Toncelli Vetro

Wall finishes and coatings: Metropolis with Goti

Custom furniture: Casavecchia

Furniture and accessories: Nilufar, Knoll, Hervé Van der Staeten, Carl Hansen & Son, Rude design Collection

Glass furnishings: Vetreria Bazzanese

Project: Studio Svetti Architecture | Emanuele Svetti Architect

Photo Credits: Andrea Bartolozzi Photographer

Category: Retail

Area: 800 sqm

Start of works: June 2016

Status: completed in April 2017

Location: Viareggio

Talking about Studio Svetti Architecture

Emanuele Svetti was born in Cortona in 1976 and after completing his training at the Faculty of Architecture in Florence, specializing in Industrial Design under the guidance of the master Roberto Segoni, he founded Studio Svetti Architecture in 2004.

Thus began a path of research and technical-design in-depth analysis, which goes beyond theory and project, aimed at the rediscovery of craftsmanship and at the search for new materials that can be applied to industrial production, or traditional materials to be reinterpreted in a modern key in what he likes to call “New Tuscan Style”. Emanuele Svetti took his first steps in the interior world by interacting with numerous companies in the furniture and contract sector for which he takes care of product design and market strategy. In his anti-traditional conception, he blends modern trends with typical styles of fashion and design, combining spatial rigor with strokes of glamour made of matter and color. His interiors are easily recognizable by the essentiality and rigor of the structures that literally explode in their dialogue with the material and put man at the center of everything. That man, whose soul is deeply tied to his land, Tuscany, full of references to nature, its colors and materiality.

“Each project is a journey, like every journey is a project” – this is how Emanuele Svetti tells the emotional melting pot that comes from the encounter with new cultures. The Architect’s personal experiences and passions influence and reflect on the conception of a new work, as well as everything that happens in the world: each project is a wise mixture of sensations, elements, form and matter, colors and intelligence emotional.

The professional activity grew both nationally and internationally with the development of numerous projects from California to North Africa, from Russia to China until the opening of the London office in 2016. Studio Svetti Architecture thus dedicates itself to the design of accomodating, directional and commercial spaces, with particular attention to the study of interiors and then to residential architecture. It is here that Emanuele Svetti expresses luxury in the use of materials and the attention to details, where the calibration of the balance of shadows creates rare spaces in which design is a touch of glamour. A luxury that is never shown off and that aims  at reaching a timeless charm thanks to the contribution of a “smart” technology, practical and sustainable from an economic, ecological and relational point of view.

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