VALEXTRA

VALEXTRA

Studio Cerri & Associati con / with Silvia Scarpat

Milano, 2004

Bronze, glass, wood

The Valextra store, a “turnkey” production of Marzorati Ronchetti designed by Studio Cerri & Associati, reflects the company’s ability to coordinate, like a “project manager,” resources of workmanship not specifically linked to its productive specializations. The project, first of all when seen from the street, introduces a “new type of showcase”; concealing the interior from view (it has to be discovered by entering the store, with the exception of a view offered by the central entrance door, screened during closing hours by a double bronze gate), the facade partitions underscore the historical motifs of the building, forming a new, slightly recessed stone “skin” that contains four display “tableaux.”Equal and symmetrical “windows,” two by two, cut into the stone, in which to position certain products from the collections, almost as in a museum display. Inside, spaces with a minimal look, with pale stone floors, luminous and essential, feature display systems using ethereal glass volumes with a minimum of structure and metal joints, joined by elegant “frame” wardrobes that enhance the handbags and accessories.

All works