Design meets Fashion: White @Archiproducts Milano

From 22 to 25 September at via Tortona 31

From 22 to 25 September WHITE Milan will take place, the event dedicated to women’s wear and accessories sponsored by the city of Milan.

For this edition WHITE spreads its geographical boundaries at theTortona Fashion District, with the Archiproducts Milano’s hub and a space for special projects and events inside the Italian Chamber of Fashion Buyers, added to the three existing locations. A context which is not definitely that of a fair, but has a great impact and becomes the ideal setting to introduce a selection of the best designers of the moment at an international level.

White @Archiproducts Milano is not only a location, but a common and synergetic project putting on the same line the cooperation between two worlds with multiple similarities, fashion and design, thanks to the opportunities that only the Tortona area can offer.
An occasion to tell about the several project ideas and innovations contributing to an economic and cultural development focused on Retail. A way to put together two complex and complimentary phenomena, Fashion and Design.

Archiproducts Milan is the offline expression of Archiproducts.com. In a fascinating building dating back to the beginning of the century, green terraces, ceilings decorated with stucco-works and ancient floors made of oak, combined with former industrial settings, represent the daily meeting point and working place of architects and designers in search for inspirations to set their creativity free, design and build.

Such spaces, where for each Fuorisalone a new exhibition layout with trendy design products is opened, will host the brand selection of White, able to express the combination between Fashion and Design at its best. Among the international fashion brands of the edition of September 2017 there are Martina Spetlova, Situationist, KsneiaSchnaider and the special guest of the event SSHEENA.

“We strongly believe in this opportunity and in the common development it can have. Infact for Archiproducts this means spreading its reference market to the B2B of the Fashion segment thanks to its offline channel and ensuring the visibility of the exhibited brands to a public of design victims, i.e. the clothes retailers and their customers. Therefore, the operators of the event will be granted a special discount on the Archiproducts e-commerce, apart from a consultancy service to buy through the e-shop pieces of furniture selected for the retail”, Luciana Maiorano, Project Manager Archiproducts Milano.

For White this means offering its own designers the possibility to freely express themsleves in a creative and inspired environment able to enhance their collections and, at the same time, giving its own visitors a place able to surprise and welcome them in a relaxed atmosphere where they can deal with business.

About a designer: Emilio Nanni and his “Strange perspectives”

“Making art is about looking for an existential and aesthetic measure, coming from introspection, without really knowing why it’s so urgent. It’s some sort of emergency that the artist feels and he needs to give back his personal expressive experience to the others, using his works.” With these words, Emilio Nanni introduces his new cycle of works at Archiproducts Milano from 21st June to 21st July. And through this exhibition named “Strange perspectives”, he explains how he feels about Art, Architecture and Design.

“Strange perspectives: art and design, an investigation about an exhausting relationship” is an exhibition of the designer’s latest works, based on his research on symbols and its rarefied figuration, hovering between illustration and graphics. All his works are drawn with a black sign in tempera, china and other materials and realized on different kinds of paper: sheets coming from ancient VIII century texts and old novels.

Nanni wonders about the meaning of being both artist and designer, asking himself whether these two conditions can coexist. “I’ve always been wondering about the relationship between art and design, asking myself whether these two worlds could have something in common. It is a complex debate, because each one of them follows a specific path of evolution. I have come to the partial conclusion that this question was a vain attempt to give a definitive answer.”

He also expresses his idea on the importance of any collaboration between designers and firms. “The business and the designer form an indispensable combination in the concept of “Design”, from which comes the complete definition of industrial design: the idea/project is shared with the productive iter represented by the brand, that is a form of social organization aimed at developing the “product”.”

Different perspectives on apparently similar topics. That’s why “Strange perspectives”: “it’s about some sort of exhausting fight on two different levels. A form of dualism which is necessary to me and a racking of pulsions to which to draw. I believe I’m lucky because I can tread both of these roads: I don’t know whether it’s something about Art or Design, but both of them represent everything in my life.”

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Archiproducts Milano chosen by Velux to shoot a spot about the brand’s platform for professionals

Exhibitions, events and meetings: Archiproducts Milano is a dynamic reality in the centre of the Italian capital of design. And Velux chose it as location – along with an attic with view on Parco Sempione – for a spot to promote their platform for professionals .

A whole day spent in Via Tortona 31 where a troupe of videomakers shot the scene of a meeting between an Architect and a client. The video will be used to launch the “VELUX professionals club”, a database including projects and ideas on attics’ design uploaded by Architects and experts.

After creating an account on www.mansarda.it it will be possible to get inspired by advanced ’ styles and projects, helping users find the solution they are looking for. There’s also a section dedicated to budgets, where potential customers can calculate the amount of money they’d need to renovate their attic.

The promotional spot is produced by the Social Content Factory Creative Agency, along with Bearoll. People involved in the shooting session are Serafino Ruperto (consultancy and supervision), Alessandro Somma (direction), Nicola Lorusso (executive production), Claudio Roveda (DoP), Martina Bertoli (editing), Sara Mancini (make up), Valentina Mignogna, Daniele Cavone Felicioni, Giulia Manzini and Luigi Guarnieri (actors).

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‘Strange perspectives: art and design, an investigation about an exhausting relationship’

From 21st June to 21st July Emilio Nanni is introducing his new cycle of works at Archiproducts Milano

“It’s about some sort of exhausting fight on two different levels. A form of dualism which is a necessary source to me and a series of pulses to fully benefit from. I believe I’m lucky because I can walk both roads: I don’t know whether it’s something about Art or Design, but both of them represent everything in my life.”

That’s how Emilio Nanni is introducing for the first time his new cycle of works called “Strange perspectives”. The exhibition is taking place at Archiproducts Milano from 21st June to 21st July and it is based on his research on symbols and its rarefied figuration, hovering between illustration and graphics. All his works are drawn with a black sign in tempera, china and other materials and realized on different kinds of paper: sheets coming from ancient VIII century texts and old novels. A selection of products designed for Billiani, Cyrcus, Saba, Pianca and Zanotta will represent the part related to design, as a perfect synthesis of his work as a designer.

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“I’ve always been wondering about the relationship between art and design, asking myself whether these two worlds could have something in common. It is a complex debate, because each one of them follows a specific path of evolution. I have come to the partial conclusion that this question was a vain attempt to give a definitive answer, especially since both tend to constantly re-elaborate their evolutionary roots parallel to contemporaneity.

I can only testify how I live these two conditions of art and design, two territories which are apparently similar on the surface, trying to prove that both have specific characteristics leading to evident differences. Design is based on the productive seriality of the object: the idea comes from the designer but it becomes a product thanks to a brand. Art represents the uniqueness of a work and it doesn’t perform any function.

The business and the designer form an indispensable combination in the concept of “Design”, from which comes the complete definition of industrial design: the idea/project is shared with the productive development represented by the brand, which is a form of social organization aimed at developing the “product”, from the know-how to the marketing sector. Its objective is to define and consolidate the identity of the brand on the market, parallel but conjunct to the designer. It’s the designer’s identity that expresses itself with the product, which is the result coming from the idea, oriented to reach these results: recognisability, competitiveness and profitability through productive seriality. It’s also relevant to investigate on the differences between Art, Design and Function, more specifically about the basic paradigm of the form/function binomial.

Design represents the completion of a function, which has always been object of revisions and formal elaborations that make it the cornerstone of the work of the designer, with the ultimate aim of returning a sort of reflection of the figure of perceived contemporaneity.

Art is another dimension, linked to the uniqueness of a work. It’s the artist himself who crafts a work of art, as a result of a personal lonely path. Making art is about looking for an existential and aesthetic measure, coming from introspection, without really knowing why it’s so urgent. It’s some sort of emergency that the artist feels and he needs to give back his personal expressive experience to the others, using his works. These don’t have a specific function: their aim is just to make the artist feel an emotional and spiritual fulfilment.

That’s why “Strange perspectives: art and design, an investigation about an exhausting relationship”: It’s about some sort of exhausting fight on two different levels. A form of dualism which is a necessary source to me and a series of pulses to fully benefit from . I believe I’m lucky because I can walk both roads: I don’t know whether it’s something about Art or Design, but both of them represent everything in my life.

At Archiproducts Milano I’m introducing for the first time my new cycle of works called “Strange perspectives”. The exhibition is taking place from 21st June to 21st July and it is based on the research on symbols and its rarefied figuration, hovering between illustration and graphics. All the works exposed are drawn in black and white, except for some works that show experimentation with colours. The only supports used are sheets coming from old encyclopaedias, novels, pictures and ancient texts from the VIII century used in ecclesiastical seminars.” Emilio Nanni, June 2017

‘Duetti/Duelli. Partite a scacchi sul disegno’

At Archiproducts Milano architects, designers and artists face the practice of design

12/04/2017 – During the Milano Design Week international-famous architects, designers and artists belonging to different generations met in the places of Archiproducts Milano to challenge each other in the ‘design games of chess’. Mario Bellini, Stefano Giovannoni, Paolo Rizzatto, Antonio Marras, Marc Krusin, Atelier Biagetti are some of the protagonists of the national and international cultural scene who recreated the creative moment in a designed dialogue.

Paolo Rizzatto_photo by Archiproducts

The project, entitled “Duetti/Duelli. Partite a scacchi sul disegno” (“Duets/Duels. The design games of chess”), was promoted by Archiproducts and A.A.M. Architettura Arte Moderna. Graphic performances, in which several authors, in pairs, face the practice of design on the same sheet of paper.

Mario Bellini_photo by Archiproducts

During the Milano Design Week such graphic dialogues surprisingly came one after the other. The set of such sharing and comparison moments were the places of Archiproducts Milano, set up with the aim of offering a place and instrument of creative participation.

Antonio Marras_photo by Archiproducts

Their trait d’union was Vincenzo D’Alba, architect, artist and designer, who faced the several artists involved. Each Duet was implemented with design instruments provided for by the historical company Vittorio Martini 1866.

With the same seriousness children play, the duellists let themselves be transported in an unprecedented graphic dialogue which traced original and unexpected contents, where autobiographical themes were identified with graphic obsessions, formal researches and architectural forms.

The initiative, conceived by Francesco Moschini and Francesco Maggiore, aims at bringing design back to its vital centrality. For the best Italian artists and architects “designing – the creators underline – has been one of the ways to free themselves from the mere realization dimension in order to refer to new and different possible scenarios for art, places and landscape”.

The choice of creating meeting occasions on design is the common denominator of all these meetings, focussing on the poetics of improvisation through the “pleasure of straying from the topic”.

Marc Krusin_photo by Archiproducts

Stefano Giovannoni_photo by Archiproducts

Emilio Nanni_photo by Archiproducts

Serena Confalonieri_photo by Archiproducts

Emilio Nanni

Mario Bellini

Stefano Giovannoni

Paolo Rizzatto

Mario Bellini

Marc Krusin

Digital Interactions and Networking in a Real Place

Archiproducts shows the new home working look of the building located in via Tortona and opens the Touch Point of the online store

14/04/2017 – Connections, digital interactions and networking for a new ‘Design Experience’. All this in a real place – Archiproducts Milano – where architects, designers and brands can find their inspiration, seize opportunities and explore new synergies.

Since April 3^rd the place has already welcomed more than 12 thousand visitors among architects, designers, brands and international press. Milan Design Week 2017 was the occasion to present the new look of the place, where since last year more than 15 thousand professionals have found their ideal home working space, but also to open the Archiproducts Shop Touch Point, the new microscopic but hyperinteractive shop window of the huge online store with thousands of products and brands on sale all over the world. The address is via Tortona 31.

Digital connections and interactions
If in 2016 the opening of Archiproducts Milano brought to an important transition from virtual to real, in the new year there has been a sort of coming back to the digital. All exhibited objects – both those giving shape to the workspace and those designing the ideal living space proposed in the shop – are ‘connected’ with the visitors. Thanks to digital instruments objects are able to ‘communicate’ with visitors, telling everything about their history.

This is what today is defined ‘Phygital’, a new passage from physical to digital in an osmotic synthesis in which these two worlds mutually contaminate. The connection between objects and visitors is possible thanks to the app ‘Archiproducts Scan’, allowing to ‘shazam’ the exhibited furniture. This releases a ‘cookie’ containing information on the features, versions, colours and prices, which are stored on the visitor’s device. In this way the visitor may have a look at those aspects offline, get to know the scanned products in detail and even buy them online.

“We are currently exploring a new retail concept – explains Enzo Maiorano, co-founder of the network – in which the product experience is more important than the mere visual knowledge: visitors can acquire much more information than those given by a single exhibited product. This is the first step of a path bringing visitors and objects closer, which is further developed with the help of technological devices. In this way also buying products online will be much easier”.

The new look of the building
Completely renewed both outside and inside, the new look of the of the spacious, luminous turn-of-the-century apartment was implemented thanks to the cooperation of 45 international brands.

Hundreds of very light gold, black, pink-copper and silver Kriskadecor aluminium chains give rise to the new façade pattern, made upon a design by Serena Confalonieri, which stands out against the total-black background made by Oikos.

The path inside starts from the ground floor at the Archiproducts Shop Touch Point. A charming industrial space made precious thanks to the interventions by Ideal Work – which renewed the flooring using the Architop cement-polymer system laid by ASSOPAV – and by Knauf, which provided the dry construction system for the false ceiling in plasterboard made by Vanoncini, one of the biggest specialised companies in Europe.
The lighting system of the whole ground floor is made by Flos, with Infra-structure by Vincent Van Duysen, the first and currently the greatest installation since the system has been produced.
The archs connecting the different rooms are closed by Linvisibile full-height up-and-over doors.

Here an ideal living space, furnished as a symbolic idea of home, shows the geometry with which Elisa Ossino has interpreted the vynil wallpaper by Texturae. The set also shows the new trends in the field of textiles: the precious blue velvet of the New York chair by Saba with the unprecedented combination of the copper-coloured structure. The powder pink of the façade pattern also finds its place inside with the new version of the Kelly C chair by Tacchini. All these colours are referred to on the Visioni B carpet by Patricia Urqiuola for cc-tapis and are perfectly matched with the lava stone and the new metal black, bronze and rust brownfinishes proposed by Desalto. The set also hosts a BeoVisionAvant TV screen by Bang&Olufsen projecting in real time the 3D visualization and contextualization in the set of any products selected from the archiproducts catalogue thanks to the Virtual Reality technology developed by Sayduck, startup of the Network.

Always on the ground floor another workspace hosts the Buxkin noise-absorbing panels obtained by recycling the natural leather coming from the footwear industry, together with the Emko desks and chairs.

The staircase to the upper floor shows an unexpected outdoor space, covered by a green mantle, identical to natual grass, made with the revolutionary Roofingreen patent. The terrace is furnished with the new SAN collection by Manutti and the outdoor lamps by Bover.

A long corridor brings to the first room, furnished with the new collections by Saba Italia and the carpets by cc-tapis, hung on the walls like paintings. Their first co-branding project in a creative liaison in the poetry of colour and matter.

The corridor opens on a charming indoor-outodoor space, flooded with light from a window-roof and hosting the furniture of the Australian brand SP01.

After passing this space, visitors have access to a wider room perfectly interpreting the idea of home working inside the project of Archiproducts Milano, with the furniture by True Design. Italian brand with a nordic style, it matches natural wood and textiles with very fine shades.

In a space meant to design a big house in which you can work or a welcoming workplace where you can feel like home, kitchen is a must. Specifically made by Strato, with elegant black columns reproducing the classic wood panelling design, the kitchen was used during the Milano Design Week by the recognised chef Enrico Bartolini for the gourmet dinners organised with Archiproducts. The wall of the kitchen top is covered with Trame di Pietra (transl.: stone textures), micro-engravings made on stone with a TWS-patented technology. The room is dominated by the Dome hanging lamp designed by Benedetta Tagliabue for Bover, lighting the Cley oval table by Desalto up, presented in the brand new rust brown finish. The stuffed chair covered in dark green velvet by Montis is perfectly integrated in the context.

Billiani welcomes the visitors in the next room with wooden table and chairs, but also with comfortable armchairs and desks for more informal and relaxed meetings. Here it is possible to see the fiber-reinforced ceramic-plated mortar three-dimensional textures designed by Jacopo Cecchi 3D Surface with one’s own eyes.

On the opposite side of the same floor two other rooms awai visitors. The first room hosts the brightful installation of the New York brand StickBulb. A combination of thin ‘sticks’ made with recycled wood, available from 30 centimetres up to 2 meters length, with a Led stripe on each. A special steel junction system allows to combine them, thus giving rise to different compositions.

The second room hosts the SET Living system by Twils, presented in a new range of fine pastel shades. The same ones selected by Ronel Jordaan for the wool felt acoustic ornamental flowers decorating one of the walls.

Partner
Desalto, Saba Italia, Roofingreen, Buxkin, Velux, Bticino, Flos, cc-tapis, True Design, Oikos, Ideal Work, Knauf, Linvisibile, Mogs, TWS Trame di Pietra, Emko, Manutti, SP01, Texturae, Sciroccoh, 3d Surface, Montis, Twils, Billiani, Ms&Wood, Stickbulb, Bover, Strato Cucine, Bora, Frigo 2000, V-Zug, Sub-Zero, Jee-o, Luctra, Ronel Jordaan, Royal Botania, Falmec, Unical,
Bang and Olufsen, British Fires, Dsignedby, Sayduck

Technical Sponsors
Vittorio Martini, Kriska, Dieffebi, Smeg, Karpeta, Woodskin, Cea, Moab 80, Ethimo, Magis, Tacchini

Media Partners
Elle Decor, Domus, Index Design Series, Downtown Design, Dubai Design District, Milano Space Makers, Openhouse

Archiproducts in via Tortona is Design Experience

Elle Decor interviews Enzo Maiorano, co-founder and art director of Archiproducts

13/04/2017 – Urban installation, exhibition event, digital interactions and virtual reality in the same location, Archiproducts Milano, for a new ‘design experience’. Elle Decor interviews Enzo Maiorano, co-founder and art director of Archiproducts, and the designer Serena Confalonieri, author of the new façade pattern of the building. Here the text of the interview by Caterina Lunghi.

Milan, Archiproducts in via Tortona 31. On an old façade, a cascade of small aluminium chains composing a graphic pattern of colours and shapes – gold, black, and pink – catches the eye of the visitors of the current edition of the Milan Design Week. It is Archiproducts’s business card for the Fuorisalone: architecture, design, digital world, and, of course, physical space. It is one of the liveliest communities in the international scene, and a reference point for companies, builders, and designers.

An online platform (Archiproducts), a space in Milan, in the heart of via Tortona (photo above), in front of the Mudec, and an app to see the products and the design objects also in 3D (Archiproducts Scan). The project is among the excellences of this year’s Salone del Mobile: an immersive and total experience in the design world.

Cofounder and art director Enzo Maiorano, and Serena Confalonieri, designer, author of the work on the façade, tell us more about it.

Let’s start from the exterior. Serena, can you explain to us the idea of the façade?

It is a composition of shapes and colours that represents the universe of Archiproducts.

I worked with architectural blocks, the same you use on Autocad: doors, arches, and other elements, on scale and on prospect. The design is the fruit of the combination of all these signs, and, through the colours, I came up with this abstract geometry.

Two levels of perception, the first is easy on the eyes and the second is for insiders?

Exactly, at every glance and in every corner you can find architectural elements. And I had to respect the Archiproducts’s identity, so I used yellow and black, its colours, and its language, that of architecture.

Enzo, why yellow and black for the identity of Archiproducts?

Because they are the colours of emergency and safety signs in construction sites. Our roots are in the construction business.

Enzo, let’s step back, can you explain to us the Archiproducts Milano space?

It is the arrival in town of Archiproducts, a shabby, without the ‘chic’, office! 800 Sq m and the concept is: once a year we empty the space, and we use it to show products and ideas of our associated companies, and in 2017 we present 40 of them. This new event at the Fuorisalone becomes the inauguration of the new setting for this year. A physical location that expresses the wide network of Archiproducts. It is Archiproducts online landing on Earth.

Let’s step even further back. You said: Archiproducts online landing on Earth…

Yes, Archiproducts is an online platform market place connecting producers and designers I founded 18 years ago with Ferdinando Napoli, to facilitate commercial relations between companies and professionals. We have thousands of participants, from technical products to decoration, lightning, walls, and furniture. And we also provide an e-commerce selection.

How do design and on-line work together?

Just think that we have a 1000% increase every six months. It is pretty much an avalanche.

And then this location… an opposite path, from online to the street…

Exactly, it is the path we are following: from the web to the city. Both are essential. We opened last year, we entrusted Diego Grandi with the façade (read also Archiproducts Milan Live, Work, Design). This is our second Fuorisalone, and we invited Serena Confalonieri to work on the exterior.

How does this space function during the year?

It is a showroom, but not just that: training, meeting, co-working, presentations. Designers can meet thousands of companies. The ground floor is dedicated to the launches of products you can then buy online: you can see and try them live and, with our partner Sayduck, we created the Archirproducts app, which works like Shazam, with details and information about the items.

So, it is another experience?

Yes, we also play with virtual reality and 3D, you can visualise the products within the rooms and arrange them before buying. Here is the theme of our Fuorisalone: The Design Experience. You come here and you can experience the products fully. This venue in Milan is only the first of a series of hubs.

You want then to broaden your horizons?

Yes, we already took an office at the Dubai Design District. In May, we’ll go to New York, we are scouting with Icff and New York City for Design for an American opening.

We are halfway through Milan Design Week. How is it going, Enzo?

We are in full swing, until yesterday (Wednesday, ed) we had more than 5,000 visitors. Last year, for our debut, we received unanimous support, but this year is even better. And also the Duetti/Duelli (Duets/Duels) we host everyday are going extremely well.

Duetti/Duelli… its sounds captivating… what is it about?

These are chess games on drawing, graphic performances: a project in balance between design and drawing curated by our friends Francesco Moschini and Francesco Maggiore for A.A.M. Architettura Arte Moderna. Architect Vincenzo D’Alba, armed with pencil and paper, deals with many other creatives, so far we had for example Marc Krusin, Paolo Rizzatto and Atelier Biagetti. The next round is scheduled for the morning of April 7, with Antonio Marra; we are then expecting Mario Bellini and Stefano Giovannoni… and maybe, if he can make it, also Tom Dixon will come over.

Materials, Colours and Aesthetic Experimentations

A full immersion on the topic at Archiproducts Milano

30/03/2017 – The knowledge of the several materials is without any doubt a key element of design, both as for the shell of a structure and for its interior design. Finding new materials able to produce new and multi-faceted expressive languages means having a fundamental instrument to give identity to a project. The 2017 edition of Archiproducts Milano, “The Design Experience”, offers a full immersion on the topic with several new solutions which could be analysed in depth.

Cement resin, paints, aesthetic experimentations on marble and stone, three-dimensional surfaces, synthetic grass, recycled leather for acoustic insulation, new metal finishes, geometrical effects on wallpapers, spectacular coatings in aluminium chains up to the new trends in the field of textiles. From April 3^rd all this will take shape in the new setting of the bulding at via Tortona 31 inside the rooms dedicated to home working, lighting, living and outdoor open to architects all the year round.

The revelation will appear before entering the building. The new total black look of the façade will show one of the solutions pertaining to colours and matters by Oikos: an environmentally friendly coating of compact materials made up of special silanized siloxane acrylic resins in water dispersion, which also meets the needs of thermal insulation and energy saving.

By looking up you can enjoy the new pattern of the façade, made on a design by Serena Confalonieri, with hundreds of very light anodized aluminium chains Kriskadecor and coloured in gold, black, pink-copper and silver.

Kriskadecor

The path inside starts from the ground floor at the Archiproducts Shop Touch Point. A charming industrial space made precious thanks to the interventions by Ideal Work, which renewed the flooring using the Architopcement-polymer system, and by Knauf, which provided the dry construction system for the false ceiling in plasterboard made by Vanoncini, one of the biggest specialised companies in Europe.

Here an ideal living space, furnished as a symbolic idea of home, will show the geometry with which Elisa Ossino has interpreted the vynil wallpaper by Texturae. The set will also show the new trends in the field of textiles: the brick-coloured velvet of the New York chair by Saba, which is proposed in a precious blue velvet on the upper floor, with the unprecedented combination of the copper-coloured structure; the powder pink of the façade pattern inside, with the new version of the Kelly C chair by Tacchini. All these colours are referred to on the Visioni B carpet by Patricia Urqiuola for cc-tapis and are perfectly matched with the lava stone and the new metal black, bronze and rust brownfinishes proposed by Desalto.

Buxkin

By turning the recycled natural leather coming from the footwear industry into noise-absorbing panels Buxkin will show how functionality can also meet aesthetic needs and find interesting solutions for wall and flooring coatings.

Ronel Jordaan adopts the same approach by proposing wool felt acoustic ornamental flowers.

Ronel Jordaan

It will not be easy to understand if the grass covering the terrace on the first floor is real or not. It will also not be easy to understand it even if the weather allows to walk barefoot! And it will be surprising to discover that beyond that natural softness there is the revolutionary Roofingreen patent: a single green mantle, identical to natural grass, which offers the advantages of an easy maintainance and durability of an industrial product.

Roofingreen

The three-dimensional surfaces will almost be a leitmotif: from the textures in fiber-reinforced ceramic-plated mortar designed by Jacopo Cecchi for 3D Surface to the Wood-Skin ‘digital’ patent, a smart composite material with endless applications, going through the ‘Trame di Pietra’ (transl.: stone textures), micro-gravings on marble and stone able to create very fine worked surfaces as textiles.

3D Surface

TWS

Marble is also used in furniture, combined sometimes with natural wood, sometimes with metal. It is one of the materials chosen for the remake of the Marcel table, designed in 1974 by the Japanese master Kazuhide Takahama for Billiani.

Natural wood is a common element to all rooms of the building: from the collections of the Australian brand SP01 through the working spaces created by True Design with a Scandinavian-brand mood, but which is completely made in Italy, to the furniture by Ms&Wood.

Save the date! From April 3^rd at Archiproducts Milano, via Tortona 31.

True Design

Saba Italia

cc tapis

New generation store in Milan

During the Milano Design Week retail turns into an ‘experience’ surprising the visitors

During the Milano Design Week retail turns into an ‘experience’ surprising the visitors. At via Tortona 31 with the ‘Design Experience’ of the Archiproducts Milanobuilding and the opening of the Archiproducts Shop Touch Point and at Palazzo Bovara with the installation ‘Elle Decor Concept Store. The New Shopping Experience’.

How do relationships change in the era of digital information? How is the more and more widespread e-commerce changing the concept of showroom? And how will be the store of the future? Archiproducts and Elle Decor Italy have already imagined it and during the Milano Design Week they will show their idea of new generation store, where retail turns into a real experience.

Retail is undoubtedly involved in the new scenario created by e-commerce, with the need of the several stores to establish relationships of a different kind with their customers. Hence the idea of introducing a new concept of store, where retail becomes a meeting point between analogic and digital.

In the store of the future the physicality of the objects communicates with the digital experience and customers interact with the room they move in, whether real or virtual. Not only it is a container: the store becomes one of the priviledged information places able to offer visitors a new customer experience. It is what today is defined ‘Phygital’, a new passage from physical to digital, in an osmotic synthesis in which two worlds mutually contaminate: in the new generation store products interact with visitors by ‘communicating’ with them and telling them everything about themselves with the help of digital instruments.

Elle Decor Concept Store. The New Shopping Experience
With the project of exhibition design by GamFratesi and the digital experience created by Brand experience agency AKQUA, the path conceived by Elle Decor at Palazzo Bovara starts from the Reception, where the visitors who register receive an interactive device to gather customized information. The customer journey, integrated by the digital experiences assured by AKQA, develops through several rooms: Invite, with soft-touch shop windows; Gallery, to be looked at with the HoloLens holographic glasses; Taste, a room to meet and share ideas by drinking a cup of coffee; Experience, to experiment light with digital interactions; Feel, to discover patterns and textiles in a situation borrowing the immersion effect from art; Try, to try clothes and furniture in real change rooms and Cabinet Room, to be explored with the Sayduck app.

“We have analysed the relationship between visitors and the room, thus creating and re-interpreting the traditional elements of the store. Our goal was to give a sensory and evocative interpretation to suggest and invite to a new experience where visitors are the core of the project. Shop windows giving information and telling stories, micro-architectures only dedicated to test light, the intimate and private space of the change room brought to the world of design and furniture are just some of the experiences included in the project”, GamFratesi.

Design Experience 2017, Archiproducts Milano
From April 3^rd to 28^th the installation at Palazzo Bovara proposes a highly imaginative laboratory of ideas suggesting the possible evolution of the retail world, while in the Archiproducts Milano building the new generation store has already come true.

In the new setting, open all the year round, objects are connected: through the Archiproducts Scan app each exhibited object releases a ‘cookie’ containing information on its features, versions, colours and costs. All information are stored on the visitors’ device, with the possibility to let them know the details of the products and to buy them online.

“We are currently exploring a new concept of retail – says Enzo Maiorano, co-founder of the network –in which the product experience is more important than the mere visual knowledge: visitors can acquire much more information than those given by a single exhibited product. This is the first step of a path bringing visitors and objects closer, which is further developed with the help of technological devices. In this way also buying products online will be much easier”.

“At the Archiproducts Shop Touch Point we have fit out an ideal living space – he tells – symbolically representing the idea of home. Thanks to the Virtual Reality technology developed by Sayduck, startup of the Network, visitors will be able to choose a product from the archiproducts catalogue, see it in 3D and contextualize it in the setting by simulating different furnishing possibilities”.

Via Tortona will host a microscopic but hyperinteractive permanent shop window of the big online store with thousands of products and brands on sale all over the world.

DOWNLOAD Archiproducts Scan
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Talking Furniture. Objects provide information at Archiproducts Milan

Physical to digital: products interact with humans in a new “Design Experience”

23/03/2017 – The 2017 Archiproducts Milano edition offers a new ‘Design Experience’ with connected objects, digital interactions, and augmented reality.

Furniture talks to people in the 31 Via Tortona building. Ok, it looks like a joke, but it is true, more than we could be aware of. We are talking about ‘Phygital’ here: a passage from physical to digital in an osmotic synthesis where the two realms blend with each other. This is what is going to happen from April 3rd at Archiproducts Milan: products that shape the new setting will interact with visitors talking to them, telling visitors everything about them via digital devices.

With the Archiproducts Scan app, each object on display releases a ‘cookie’ showing specs, the variants, available colors, and prices. All the information is saved on the visitor’s device. They could later get to know more about the product and purchase it online. This is proximity marketing, it’s the Internet of Things. It’s the future of e-commerce and retail projects as well as the future of houses, Architecture and Interior Design.

‘We are exploring a new retail concept – as Enzo Maiorano, co-founder of the network, says – in which the product experience counts more than the pure visual knowledge. The visitor can acquire much more information compared to what a single displayed product can offer. This is the first step on a path where visitor and object get closer, and the path goes on adding in digital devices. This way also online purchases are simplified.’

The Design Experience will start on the ground floor where the Archiproducts Shop touch point is. A super interactive micro shop window represents the vast online store that adds thousands of new products and brands every day which are sold worldwide.

Inside the shop, an ideal set will suggest one of the many possible concepts which can be made with the Archiproducts online collection. Thanks to Augmented Reality technology developed by Sayduck, a startup of the network, products can be placed in a 3D representation of the same set, simulating different and multiple furniture combinations.

‘We set up an ideal living – Maiorano continues – symbolizing the idea of a house. Using augmented reality technology visitors can choose a product from the Archiproducts catalog, visualize it in 3D and contextualize it on the set’.

Archiproducts Shop touch point is hosted in a new space in the same building with two shop windows in Via Tortona and also an entrance from the Opificio 31courtyard. An industrial space renovated with the cooperation of new partners who chose to take part in the 2017 edition of Archiproducts Milan.
Oikos gave the building facade a new total black look.
Ideal Work renovated the flooring with the new Architop concrete – polymer system.
Flos made the lighting system with Infra-structure designed by Vincent Van Duysen: the first and presently the largest installation since the system was put into production.
Knauf provided false ceilings, and Vanoncini helped with the installation.
Linvisibile made the all-height tilting doors which close the arches connecting the rooms.

A creative space suggests what can be done with the online Archiproducts items.
Get in touch with products and get inspired!

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From 22 to 25 September at via Tortona 31

From 21st June to 21st July Emilio Nanni is introducing his new cycle of works at Archiproducts Milano

At Archiproducts Milano architects, designers and artists face the practice of design

Archiproducts shows the new home working look of the building located in via Tortona and opens the Touch Point of the online store

Elle Decor interviews Enzo Maiorano, co-founder and art director of Archiproducts

A full immersion on the topic at Archiproducts Milano

During the Milano Design Week retail turns into an ‘experience’ surprising the visitors

Physical to digital: products interact with humans in a new “Design Experience”

—Do you want to visit the building, organize an event or tell us about your project?

—Or fill out the form and we’ll get in touch with you as soon as possible

SUBSCRIBE TO OUR NEWSLETTER

Stay updated to events, new products and promotions

About

Legal

Contact us

Follow us

—
Do you want to visit the building, organize an event or tell us about your project?

—
Or fill out the form and we’ll get in touch with you as soon as possible