Project Description
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Nova, la cura della forma
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Course: Interdisciplinary Workshop_The Prelude. Concept Store & Windows: towards a new urban brand interface
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Academic Year: 2020/2021
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Professors: Ico Migliore
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Tutors: Rossella Forioli, Giorgia Bonaventura
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Partners: GIADA Spa
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Students: Gabriele Azzano, Danilo Li Jie Huang, Maria Lucaccioni, Paola Sacchi
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Nova, the concept store designed for GIADA Milano, was born from the close link between the brand and the Brera district of Milan. The inspiration begins with the egg that hangs from the shell of the apse of the “Sacra Conversazione” painting by Piero della Francesca, kept in the Brera Art Gallery. The egg, indeed, is an effective abstraction of the GIADA brand values: minimalism, sustainability, femininity and elegance. The protagonist of the space is the oval shape, stressed and exaggerated in multiple volumes to express perfection, attention to detail and the balance of the clothes. The central egg, lit by projections of natural and organic shapes, reflects the care that the brand puts into the creation of all its collections. The other two oval shapes, on the other hand, highlight the regularity and refinement of GIADA’s iconic pieces. Finally, on the walls, oval shapes full of fabric are reflected in the mirrors behind them that enlarge and duplicate the space.
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