TEMPORARY LUXURY RETAIL PAVILION

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/10 TEMPORARY LUXURY RETAIL PAVILION Raccontare il Made in Italy alla Cina/Explaining Made in Italy to China Lab. di design interni/Interior design studio a.a./a.y. 2012/2013

prof. Michele Rossi (PARK ASSOCIATI) Davide Fassi -

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/10 TEMPORARY LUXURY RETAIL PAVILION Raccontare il Made in Italy alla Cina /Explaining Made in Italy to China

Lab. di design interni/Interior design studio a.a./a.y. 2012/2013

The name of the pavilion comes from the Chinese character for the letter “i”, Yi, that also means “essence”. The pavilion represents the core of Italy and the values that are grown inside of it. It represents an image of craftsmanship as the essence of the Italian high quality and luxury goods. Most of Chinese luxury buyers don’t know why they are paying the high prices for the Italian products. The pavilion aims to teach them about the value of hand-made. The exhibition has two spaces: an open one and a close one. The open one is available to anyone who is interested in finding out more about the Made in Italy brands, while the other one, the core, invites the Chinese public to have a multisensorial experience and discover more in depth about the Italian values and luxury brands. -

I come ITALIA

introduction Il nome del padiglione si rifà all’ideogramma cinese della lettera “i”, Yi, che porta con sé il significato di “essenza”. Il padiglione rappresenta il cuore dell’Italia e le eccellenza con cui essa si è affermata in tutto il mondo. Il valore dell’artigianato, del “fatto a mano”, incarna l’essenza dell’alta qualità e del lusso Made in Italy. La maggior parte degli acquirenti asiatici non conosce la ragione del costo dei prodotti italiani; il padiglione offre la possibilità di far comprendere il valore del “fatto a mano”. L’allestimento si compone di uno spazio aperto e uno chiuso. Il primo è accessibile a chiunque voglia avere un primo approccio con i brand italiani; il secondo, invece, incarna il cuore dello spazio allestito, offrendo all’utenza cinese un’esperienza multi-sensoriale che scava più in profondità nei valori dei brand del lusso italiano. -

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This page: night view of I come ITALIA pavilion in Shanghai. -

AP

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wrap Hidden mistery Cave Living organism Scenic machine

M?

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E

E?

core Gemstone Core Beating heart Essence

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concept del padiglione /space concept

space qualities -

actions -

spazio topico /topical space -

to look at a poetic, abstract, iconic shape -

spazio para-topico /para-topical space -

to disclose an inside/outside space to perceive an elitist luxury experience -

spazio utopico /utopian space -

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piante architettoniche /architectural plans Section at +0.90. -

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disegni architettonici /architectural drawings Elevation South-West. -

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Elevation North-West. -

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1#

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7#

2# 6#

strutture e materiali /structures and materials

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Rails that due to little engines permit the curtains’ movement. -

Lacquered MDF that cover all the metal structure. -

Floating floor sustaining platform where cables are housed (70 cm height). -

White canvas curtains stained by telescopic metal rods and reinforced with metal structure. -

Core: made of metal red panels build on a metal cage. It is the housing of lights and sound devices. -

Pneumatic platform that raises the floor to create a stage. -

Vertical sliding doors. -

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disegni architettonici /architectural drawings Section B-B’. -

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modello /the model -

Elevation North-West. -

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modello /the model -

Detail of an entrance. -

Elevation North-East. -

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modello /the model -

General view. -

Detail of the core. -

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theme fashion: shoes -

project description Il padiglione è una struttura ariosa composta da pareti di tessuto alte 10 metri che racchiudono al centro un cuore rosso. I tendaggi sono l’apparato espositivo, il luogo di racconto dell’essenza di quattro edizioni limitate di scarpe prodotte da quattro brand italiani: Casadei, Prada, Marni e Fratelli Rossetti. I prodotti sono l’occasione per mettere in contatto i probabili acquirenti con le eccellenze italiane. Il cuore è lo spazio in cui la prova e l’acquisto può aver luogo: una scultura cinetica e una video installazione mettono in scena le donne icona di questi brand. La struttura a layer del padiglione è di per sé un dispositivo scenico, pronto a cambiare forma per ospitare party, sfilate, conferenze e lecture. -

The pavilion is an airy, 10 metres tall layered structure, in which curtain walls disclose the core building. Along the curtain walls is displayed the history and the manufacturing details of four limited edition shoes produced by four Italian brands: Casadei, Prada, Marni and Fratelli Rossetti. These products are used as pretext for the discussion on craftsmanship, which can be deepened by booking and living the experience inside the core; a kinetic sculpture and video installations tell the story of the women represented by the Limited edition shoes, which can finally be purchased. The layered structure of the pavilion is a show in itself, being moved in order to house an opening party, a catwalk, talks and conferences. -

layout 0 Exhibition & shop configuration. Shoe display. -

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piante architettoniche /architectural plans Section at +0.90. -

Plan. -

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layout 0 exhibition & shop configuration -

drawings -

model -

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Elevation South-West. -

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layout 0 Exhibition & shop configuration. -

Experience inside the core. -

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The shopping experience. -

Choose your shoes; the hostess will make them come down from the ceiling sculpture; you try and make your purchase; the shoes will be sent directly to your place; in the meantime you recive a gift to remember the whole experience: a little reproduction of the core in Murano glass.

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layout 1 -

piante architettoniche /architectural plans

Runway show and party configuration. -

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Plan. -

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layout 2 -

piante architettoniche /architectural plans

Stage configuration. -

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Plan. -

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Elevation South-West. -

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brands -

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Casadei Fratelli Rossetti -

Prada Marni -

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personas -

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this persona is attracted by the form shape and mistery of the pavilion. they are usual passer by that have the

eventual visitor

time to discover something new, as they are always on the look out for something interesting and unique.

this persona h about fashion what high q luxury means.

has a culture design and quality and . he is glad

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italian fashion entushiast

to discover high class italian brands in china. he is interested in the little details and in the quality.

this persona is a shopping lover. always on the look out for new trends and always knows about the

potential buyer

city’s fashion events. they love the brands without looking more into deep for what they actually stand.

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