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The exhibition concept is inspired by the company's founding features, manufacturing heritage and cutting-edge technology, which are told through a design in which shapes, colour and material dialogue.
The advertising heritage that has characterised Lanerossi's promotion around the world over the years was the starting point for the creative research for the interior retail project. A vast heritage, in which the masters of the artistic avant-garde of the 20th century and many key figures in the history of Italian graphics such as Pino Tovaglia, Bruno Munari and Fortunato Depero have taken part.
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With its windows facing Via Mercato, the new Lanerossi store provides a versatile setting conceived to offer constantly updated suggestions for customers. The themes of intertwining and fastening, intrinsic symbols of the brand, take form in the store to narrate the tradition and the value of experience with an eye on the future. The opening towards the outside, through large windows, provides natural light as a precious resource for the settings, inviting passers-by to discover the world of Lanerossi.
The store becomes an architectural box on which a work of reduction and removal is enacted, highlighting the pure volumes that reveal its rationalist imprint: the large room on the ground floor displays the collections of blankets, throws and cushions, while the mezzanine hosts a meeting area. An iconic spiral staircase, recalling the image of a blue thread on a spool, connects the two areas, becoming the protagonist of the brand storytelling. The introduction of cobalt blue, which revolutionised artistic practices in a democratic and avant-garde manner from the late 1800s onwards, brings back the same disruptive charge with which Lanerossi contributed innovation in the industrial context. The entire colour palette proposed for the project includes shades inspired by the Vicenza area and the company, including Nanto stone and shades reminiscent of the bricks of the industrial buildings of Schio's first factories. Earth colours dialogue with blue in a strong chromatic contrast designed to give vibrancy to the space.
Lanerossi boasts a unique historical and cultural heritage. The company wants to dialogue with contemporaneity by addressing different generations, without forgetting its heritage but starting from it to innovate its products from a formal, material and aesthetic point of view. The design of the Milan store recalls the distinctive elements of Lanerossi and its history, while simultaneously declaring the brand's desire to look ahead and project itself into the future.
THiRTYONE Design + Management is a design studio established in 2015 in Rome by Claudia Campone, following extensive international experience in the field of Retail Design.
The name ThirtyOne derives from the Italian expression "Once you have done Thirty, you can also do ThirtyOne": the underlying concept of this motto is that there is always scope for further steps, leading to discoveries.
At the heart of the studio lies a commitment to versatility and flexibility, manifested through bespoke projects tailored to the client's needs and capable of evolving according to their desires in scale and form.
A keen focus is placed on the concept of luxury, which the studio interprets in projects aimed at providing experiences to their users, where spaces and products are designed with an emphasis on experience design and personalisation. Everything moves towards exclusivity, elegance, and meticulous attention to detail from the initial study phases to design and material selection.
