B+P architetti - Branà 1915, an ideal continuation of the urban space
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Branà 1915, an ideal continuation of the urban space

B+P architetti

Retail  /  Completed
B+P architetti

A commercial space that tries to open up to the city by becoming a square itself, an interior that becomes an ideal continuation of the urban space. To define this new urban interior, we started from the suggestion of Giorgio De Chirico‘s “Piazze d’Italia”, with the repeated arched wings that define and delimit the square. De Chirico believes that “the arched architectural structure is the metaphor of the eternal present, as an element that unites concreteness and abstraction, fullness and emptiness, interchange of interior and exterior, projection of light and shadow” (Baldacci 1997, p. 96). The arch structure realized in plasterboard becomes a founding element of the project; the central monolithic artefacts, like vestiges of a lost architecture, define the central space hiding four existing pillars. The side arcades accompany customers on an ideal walk through the imaginary square. Dynamic wings create a flexible space giving the customer the possibility to enjoy environments not as a scenographic backdrop, but as the continuation of the city that creeps inside the buildings. A new shopping experience that wants to be a tribute to sociality, sharing and meeting of the Italian squares. The whole space is characterized by white colour which, like a canvas, welcomes the clothing in their most sparkling scene. The only brushstrokes of colour are represented by a gold material surface that marks the inside of the central arches; on the side walls instead two different graphics on wallpaper, ad hoc designed, one tells the depth of the arches and the other a soft drapery, which makes the portals even more dynamic. The furnishing system represents a metaphysical space superbly revealed by the duo, cube and sphere, positioned in the center of the display system. The basement, which houses men’s fashion, is the protagonist of a less radical intervention than the ground floor, but which nonetheless renews its character. The large central pillar becomes the pivot around which the fashion carousel revolves with satin-finish steel hangers. The new design of the space includes a corner dedicated to the classic man, while the existing windows are rethought as large views on a luxuriant tropical garden. The wide windows look at an ethereal view of nature, as leading protagonist that will replant our towns in the urban reafforestation. To close this long project, in synergy with Branà family, lover and taste of beauty, we have developed a lighting project, functional and suitable for the product, focused on: central islands, tables and the displaying system rails alongside the walls. The lighting system designs brushstrokes of rational light and indirect light, playing together for a real coupe de théâtre, avoiding diffused and flat lighting. The shop windows have also been renewed: tripartite window frame have been replaced by all-glass; the heavy doors that covered the existing façade have been replaced by two elegant anthracite grey metal panels framing the entrance. The main façade is scanned by steel pilaster that take up the pattern of the façade; at the top a light grey metal strip, hides a diffused light that illuminates the golden bottom recalling the interior. Two gilded wooden arches form the backdrop of the windows and dialogue with the third arch designed on the security metal door. The wooden arches are characterized by a Led strip of light that frames a herringbone metal mesh able to create a vibrant backcloth for the exposed products.


 Branà 1915
 318 mq
 B+P architetti
 Alessia Bettazzi, Pierluigi Percoco
 S.I.A.M. Srl
 Pierangelo Laterza


Bettazzi + Percoco Architetti is a boutique architectural practice, established in 2010, with branches situated in Prato and Altamura, Italy. B+P Architetti actively works on projects of architecture, interiors and design nationwide and internationally. Alessia Bettazzi and Pierluigi Percoco, the founders of the firm, work together on all projects and with a range of specialist collaborators. As a team, they are able to realize each project as unique in form, appearance and detail. Alessia Bettazzi studied in Florence, and after having graduated she moved to Barcelona where she collaborated on a number of projects with EMBT Miralles Tagliabue. Pierluigi Percoco graduated in Turin. He then moved to London where he worked for ecoLogicStudio on difference projects and installations. From 2007-2009, Alessia and Pierluigi worked for Claudio Nardi Architects for projects of architecture, retail and interior.


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