A new look for a historic brand
Until 2017, the famous Florentine fashion brand Emilio Pucci called Palazzo Pucci home, but in the last couple of years major restyling work has been done to mold it to Laudomia Pucci’s vision. As fashion brand’s image director, she worked closely with the Lissoni Associati and Noferi e Locorotondo Architetti practices to turn ideas into reality. The revamp was coupled with a subtle change in use, turning the spaces into the Emilio Pucci Heritage Hub to promote the corporate culture and brand history in a celebration of Emilio Pucci and his iconic legacy. Involving young designers was a critical part of this, so the team included a select few young people from the University of Central Saint Martins and Polimoda. They worked to transform Palazzo Pucci into the story of Emilio Pucci and Made in Italy, finding innovative ways to present the brand’s history and roots. One room solely celebrates the Vivara print - one of the company’s true icons - in a stunning wallpaper installation. For over two score years, the company’s historic boutique housed every collection and so it has been recreated, decorating the wall in key hues from the brand’s historical color palette. This space will display a series of special projects inspired by the brand’s history to present collections spanning from fabric to home decor. The restyling constantly sought to merge architecture and fashion through a dialogue between materials and color in a delicate balance of past and present, history and contemporary reinterpretation. Light was clearly critical to this achievement, exalting the installations and display items, the spaces, the architectural details and the rich decorations. By using Zumtobel devices, it was possible to guarantee the highest standards without damaging the interior architecture. The lights are discreet, but functional in achieving the desired goals. For example, in the frescoed rooms, LED light bars were installed on cornices. In the White Room, dominated by Giovan Battista Foggini’s sumptuous baroque decorations, Vivo track spots with excellent color rendering were added, exalting the display items and highlighting details, without detracting from the architecture. Panos Infinity downlights were used in some of the ancillary spaces. A Litecom system manages all the lights, adding flexibility to the entire lighting project by creating options such as dimming to the ideal level for a specific situation or to exalt a chosen display.