Salone del Mobile ’17 / Armani Casa’s new address
Corso Venezia 14: the new address of Armani/Casa
Milan, April 3rd 2017 – From today, Armani/Casa has a new address, on Corso Venezia, one of Milan’s most beautiful streets, a large, historic thoroughfare and renowned international tourist destination. The prestigious flagship is located on the street above the covered Naviglio canal, on the corner of Via San Damiano. Formerly the headquarters of De Padova, Giorgio Armani chose this location and designed it accordingly, perfectly placed as a gateway to the fashion district of the city. ‘Design is an essential part of my ideal lifestyle, and this new store gives me the opportunity of showing my entire collection for the home,’ says Giorgio Armani. ‘It’s an imposing, though not monumental, property, which I envisaged as a studio – flexible, versatile and constantly evolving.’
The largest Armani/Casa store in the world, the new location boasts sixteen windows at street level and just as many on each of the two floors above the entrance. Thin, vertical slit platinum metal mesh screens hung on the street side shop windows filter the light from the outside, allowing a muted view of the furniture displayed. The Logo Lamp, created in 1982, features as a motif on every window, its image visible on the mesh screens. A symbol of Armani/Casa, this simple lamp motif is also found inside, carved in the wood panels that cover the walls on the ground floor. The welcoming, refined location conveys a feeling of space thanks to its soaring ceiling, which is interrupted by a mezzanine that overlooks the ground floor. But it’s the sculptural staircase connecting all floor levels that captures the gaze with its sleek lines in pale oak, the signature wood chosen for the interiors. A mother-of-pearl-effect material covers the underside of the staircase.
A dynamic atelier
Replicating the spirit of a large design studio, spaces stretch and shrink thanks to full-length (4.3 m) double screens of thin, platinum metal mesh: an ethereal idea that creates veil-like separations between different settings. Hung between double mesh screens, large decorative panels – prints on transparent acetate – reproduce collection patterns, including graphic details of rugs, textiles and wallpaper; these have an airy, weightless appearance. The dynamic, streamlined design of tables and displays underlines the sense of a constantly evolving project, a living environment and bold creativity.
Organised on four floors, the store also acts as showroom for the entire collection. The season’s novelties, including furniture, lamps, upholstered pieces and accessories are displayed on the ground floor; accessories, wallpaper and fabrics are showcased on the mezzanine, overlooking the ground floor; and the first floor houses the permanent collection, with limited-edition and iconic pieces. The basement contains technical products: kitchens with accessories, bathrooms with relevant wall and floor coverings, and textiles.The main colour is platinum, with its soft, stylish look, contrasted here and there with the red and bottle green tones of ornaments and accessories. Elegant and fluid, the general effect is one of luxurious freshness, which is characteristic of the brand.
The Armani/Casa collection celebrates its new location on Corso Venezia in Milan.
Elements of the past and of today merge in the furniture and complementary pieces in the new Armani/Casa collection. Designed in a luxurious, totally original style to celebrate the new presence of Armani/Casa in Milan, the collection features new pieces and reinterpreted classics from previous years. The LOGO LAMP, the LEVANTE screen, the JAZZ bar cabinet, the DANZICA low table, the SEINE tables, in their new MATRIX rendition, and the RIESLING bar cabinet are just a few of the established pieces offered in new versions within a collection that has expanded over the years and that today moves to its ideal showroom on Corso Venezia.
Objects are always conceived from an original and well thought-through perspective, and enhanced with a deep knowledge of techniques and materials. Each item of the Armani/Casa collection – from furniture to objects, from textiles to wall coverings – expresses creative energy through a combination of redesigned traditional references and diverse contemporary ideas.
Constantly aiming for perfection, Armani/Casa reimagines contours and lightens-up structures to give them an airy, weightless quality, utilising ultra-thin layers, seamless lines and enveloping shapes. The bed MORFEO is an example of this sleek design technique, with its seamless curve from headboard to footboard; the MADISON sofa features soft and essential lines, while the bookshelf MUSA, in Canaletto walnut, has unusual leather-clad shelves. The refined style of décor is echoed in the wide collection of luxury objects and rich textile options also on offer in the collection.
Metals and lacquered surfaces are artfully combined with natural materials to enhance their elegance. Beige and brown wood alternate with rare fabrics, introducing a playful, experimental twist to classics. The clean, essential, pure lines speak of the precision of an immediately recognisable style, a secret luxury aesthetic for connoisseurs, featuring exclusive details that make all the difference.