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The collaboration with the client continues after the construction of the Eraldo retail building and of the logistics hub for the e-commerce activity in Ceggia. The concept of the new store embraces the innovative philosophy of the client for the proposal of a new way of doing retail: the store becomes an experiential destination and a place where shopping is part of a five-star service to which the contemporary atmosphere of the boutique contributes.
The store occupies two floors of a building designed by the ANK studio of San Donà di Piave as part of an urban regeneration project with the demolition and reconstruction of an existing building along the most important commercial boulevar of the city of Jesolo. The salling space communicates permeably with the outside, like a stage open to the city. In fact, the shop window dematerializes and occupies two floors - crossed by a continuous stone partition - and the entire internal space is a stage, while externally a covered dehors extends the shop towards the street.
Just as the building is volumetrically dynamic thanks to the alternation of solids and voids, loggias and terraces, internally, designed in a process of subtraction, the volumes are crossed by two large double-height voids: these host a giant screen that vertically intersects the two floors and a theatrical machine that can move an installation of mannequins. On the first floor, a loggia offers an open-air VIP lounge for customers. The internal atmospheres are dominated by clean and essential lines, sculptural and monolithic furnishings with pure volumes. The materiality of the surfaces and finishes create sensations of tactility and authenticity: the ceiling is made of horizontal rods of oak wood, the floor in sand-colored pigmented cement by Morseletto, platforms are made in porphyry cubes, the walls , in monochromatic but multi-material continuity, are in Terra Fine by Matteo Brioni. The space confirms the internal-external hybrid vocation, between the private and the city. Punctual vertical partitions in exposed reinforced concrete break up the single space, creating different areas where the clothes and accessories on display stand out with great emphasis and a very calibrated study of light (by PsLab) on steel counters and shelves galvanized.
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Parisotto+Formenton Architetti, established by Aldo Parisotto and Massimo Formenton the studio has now 30 years of international experience. As far as architecture is concerned, they have designed museums, residential and commercial buildings. As interior designers, the core business is retail design, for fashion and luxury brands. As designers, they work with major lighting and furniture companies; as yacht designers they have created interiors for yachts and sailyachts. Aldo Parisotto is the Art Director of True Design, Cimento Collection and Qu.
