THE RED RUNWAY
INTERIOR DESIGN PROJECT - LA FELTRINELLI VIA MANZONI
Master of Interior design 2010 - 2011 Prof. Paolo Cesaretti Chiara Tansini - Giulia Ricagni - Parin poolphokphol
ABOUT THE PROJECT
The project requires a complete renovation of one of the oldest branches of La Feltrinelli, Italian leading bookstore chain, on Milan's prestigious Via Manzoni. La Feltrinelli was established in 1957 by Giangiacomo Feltrinelli and since then had developed and become a modern and reputable brand bookstore chain with more than 104 stores around Italy. Many of its new branches are modern and well equipped with latest technology for bookstores to support the lifestyle and needs its customers today. Being located in centre of the historical, business, commercial and fashion district of Milan, La Feltrinelli in Via Manzoni is one of the most iconic branches. This renovation is aimed to underline its identity as the historic brand with a modern vision. This store will not only be the place that sells books, but will also be a place that represent the values and reflect La Feltrinelli's brand. The main inspirations come from the city of Milan and the lifestyle of the Milanese who represent the target clients of the Via Manzoni branch. The design does not depict Milan only for its history and monuments, but for its dynamism as the capital of fashion, art and design. The concept of the 'Red Runway' is developed by connecting the fashion runway of Milan with the La Feltrinelli's logo. The 'Red Runway' would be the central element of space containing all the main services and activities of the store. The spirit of Milan will also be translated through the additional functions and services beside the conventional bookstore. Aside from selling books, La Feltrinelli Via Manzoni will also consist of a cafĂŠ, a temporary space for special events, as well as a lounge area for customers to read books which could also be transformed into a conference room. Some demolition and reconstruction are required for renovation of the interior. The main staircase leading to the first floor will be located on the 'runway' in the centre of the store and the existing staircases will be replaced with an elevator. The floors on the left and right side of the store will be demolished in order to allow the double height ceilings over the bar and temporary space, allowing more lights to enter the space as well as making the interior appears more open and elegant. The main materials used for the furnitures are MDF wood, wood fibre boards made from recycled pine wood and forrest waste materials. This material is very practical for the project as they have a unique appearance, available in various colours and finishings, flexible to use and are relatively inexpensive. The floor covered with reflective black and white resin to achieve the fashionable, creative and innovative ambiance desired.
LA FELTRINELLI COMPANY PROFILE
• PROFILE
Leading book retail in Italy with more than 104 stores • FOUNDER Giangiacomo Feltrinelli in 1957 as publisher and distributor of books in Milan • MISSION The recognised players of the market for cultural products and contents
VIA MANZONI SHOP
LOCATION ANaLYSIS
• SITE
Commercial and historical centre of Milan. Luxury, fashionable • BUIDING Historical building • TRAFFIC TYPOLOGY Pedestrian • Competitor High competion within the area
VIA MANZONI SHOP
TARGET CLIENT
• PROFILE
Educated middle to upper income earners aged 25 - 65 in Milan • INTERESTS Reading, culture, knowledge • PROFESSIONS Professionals, students • POTENTIAL NEW CLIENTS Cosmopolitan, new custoers, modern, cultured, tourists, higher income, Relax Stylecustomers with high income, lived a comforable life, strong attention to appearance, but without exageration
INSPIRATIONS MILANESE LIFE
• MILANO
The fashion and design capital • HISTORY Historic centre, first book store in Milan • LIFESTYLE Cafe, people, culture • EVENTS Fashion week, Salone del mobile
STORE CONCEPT LIFESTYLE BOOKSTORE
BOOKSHOP
Café
TEMPORARY SPACE
LOUNGE
feltrinelli selections
Coffee Newspaper Magazines
Gallery Shop Atelier
Lounge Conference room
Temporary section
CONCEPT
MOOD BOARD
CONCEPT
MULTI-PURPOSE RED RUNWAY
• MULTI-PURPOSE • • • • • • • • •
Combining all services of the store into a long red linear element RED RUNwAY Inspired by the fashion runway and the Feltrinelli red line CASHIER DISPLAY STAIRS SEATING INFO POINT TOILET BAR STORAGE
ORIGINAL PLAN Scale 1:100
GROUND FLOOR
FIRST FLOOR
#
$
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$
DEMOLITION PLAN Scale 1:100
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#
FIRST FLOOR $
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GROUND FLOOR
DEMOLITION SECTIONS Scale 1:100 A
B
B
A
SECTIION AA’
SECTIION BB’
DEMOLITION SECTIONS Scale 1:100
SECTIION CC’
SECTIION DD’
BASEMENT PLANS
160
650
180
150
126
Scale 1:100
370
655
1420
240
250
540
ORIGINAL
DEMOLITION
PLAN
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ZONING Scale 1:100
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225
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207
216
160
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FIRST FLOOR '(% '%&
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GROUND FLOOR '(% '%&
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75
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Scale 1:100
320
143.5
410
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DIMENSIONS
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FURNITURE PLAN Scale 1:100
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SECTIONS Scale 1:100
SECTIION AA’
SECTIION BB’
SECTIONS Scale 1:100
SECTIION CC’
SECTIION DD’
STORE FAรงade Scale 1:50 Scale 1:20
ELEVATION - VIA MANZONI
SHOP WINDOW
FINISHING PLAN Scale 1:100
MATERIALS
1.
2. 1. Wood FIbre board (MDF) Valchromat Furnitures 2. Black Resin Floor 3. White Resin Floor 4. White Glass Window
3.
4.
5. White paint Wall
CIRCULATION PLAN Scale 1:100
Free and natural circulation determinated by the punctual disposition of the design element and the space limits Primary circulation Secondary circulation Focal point
!
$
LIGHTING PLAN Scale 1:100
#
#
#
"
"
"
LIGHTING SYSTEM
SUSPENDED LIGHT CHANDELIER:
LIGHTING SYSTEM
Lolli e Memmoli - Phebo circular SUSPENDED LIGHT CHANDELIER: SUSPENDED LIGHT CHANDELIER
Mooi - Raimond SUSPENDED LIGHT BAR: Sofie Refer - Mega Bulb Pendant
SUSPENDED LIGHT BAR
SUSPENDED LINEAR LIGHT BOOKSHOP: Delta Light - Uniline 70 P1154
SUSPENDED LINEAR LIGHT BOOKSHOP
CEILING LINEAR LIGHT BOOKSHOP:
$
!
GROUND FLOOR
CEILING LINEAR LIGHT BOOKSHOP
Delta Light - Uniline Trimless Profile
FIRST FLOOR
LIGHTING FIXTURES
1.
2.
1. Linear light Uniline 70 P1145 Delta light 2. Chandelier - Temporary space Phoebo Circular Lolli e Memmoli 3. Chandelier - Temporary space Raimond Lamp Raimond puts
3.
4.
4. Lamps - cafĂŠ Mega Bulb Pedant lamp Sophie Refer
RUNWAY COMPOSITION Scale 1:50
VITRINE
SEAT
DISPLAY
CASHIER
STAIRS
WC
SEAT
INFO
LA FELTRINELLI ENTRANCE
GROUND FLOOR BOOKSTORE, café, MAGAZINEs
GROUND FLOOR BOOKSTORE, café, MAGAZINEs
GROUND FLOOR BOOKSTORE, café, MAGAZINEs
GROUND FLOOR BOOKSTORE, café, MAGAZINEs
GROUND FLOOR TEMPORARY SPACE : FASHION WEEK
GROUND FLOOR TEMPORARY SPACE : GALLERY
TEMPORARY SPACE ARRANGEMENT FOR FASHION WEEK Scale 1:100
SECTIION EE’
TEMPORARY SPACE ARRANGEMENT FOR ART EXHIBITIONS Scale 1:100
SECTIION EE’
TEMPORARY SPACE ARRANGEMENT FOR FLOWER SHOP Scale 1:100
SECTIION EE’
FURNITURE TEMPORARY SPACE Multi-functional Exhibition bar Scale 1:20
FURNITURE TEMPORARY SPACE Multi-functional peg bar Scale 1:20
FIRST FLOOR LOUNGE MOVEABLE SEATS & TABLE COMPOSITION
FIRST FLOOR LOUNGE MOVEABLE SEATS & TABLE COMPOSITION
FURNITURE
8
45
80
SEAT & STORAGE Scale 1:20
40
135
B'
A'
ELEVATION
100
250 B
A
50
500
3
PLAN
40 FRONT SIDE
ODULAR BASE ITTING+STORAGE ELEMENT (DRAWERS) CALE 1:20
104
SECTION AA'
SECTION BB'
SITTING ELEMENT
STORAGE ELEMENT (DRAWERS)
FURNITURE
8
72
CASHIER & STORAGE Scale 1:20
125
50
150
50
B
A
A'
B'
ELEVATION
32
PLAN
104 FRONT SIDE
DULAR BASE SH DESK+STORAGE ELEMENT (CUPBOARDS) ALE 1:20
40
SECTION AA'
SECTION BB'
STORAGE ELEMENT (CUPBOARDS)
CASH DESK ELEMENT
FURNITURE
35
3
307
BOOKSHELVES Scale 1:20
4
218
SECTION AA'
A'
ELEVATION
B'
A
50
B
PLAN
FURNITURE BOOKSHELVES Scale 1:20 Scale 1:1
X
SECTION BB'
DETAIL X
BOOKCASE ELEMENT SCALE 1:20 SHELF SYSTEM SCALE 1:1
FURNITURE
8
34
118
MAGAZINE DISPLAY Scale 1:20
118
50
10
A'
ELEVATION
34
3
514
8
A
PLAN
50
31
11
A'
ELEVATION
514 A
FRONT SIDE
11
MAGAZINE DISPLAY SCALE 1:20
31
PLAN
30
30
SECTION AA'
!
$
!
$
CAPACITY APPROXIMATION
INCREASED STORAGE CAPACITY Before: After :
27.608 Volumes 29.786 Volumes
#
#
#
#
"
"
"
"
VOLUMES
GROUND FLOOR
18.624
Shelves
11.739
Central Display
6.885
BASEMENT
11.126
TOTAL BOOKS
29.786 420
!
$
!
$
TOTAL MAGAZINES
COMMUNICATION CONCEPT
CATAGORY TABS
FELTRINELLI HIGHLIGHTS
BOOK BLOCKS
MULTI-MEDIA SCREEN
IPAD
COMMUNICATION SIGN SYSTEM
CATAGORY TAB • Main book catagories
FELTRINELLI HIGHLIGHTS • New arrivals • Bestsellers • Promotion • Recommendation
BOOK BLOCK • Moveable sub-catories • Black Plastic with white sticker
COMMUNICATION MULTI-MEDIA SCREEN
MULTIMEDIA SCREEN • Events in the city • Communication
MUSEO POLDI PEZZOLI
EXISTING INTERIOR Entrance & SHOP
Due to the limited space at the entrance, the existing interior has the problems of unattractive display system, no storage, an unorganised ticket and cashier counter.
FURNITURE PLAN Entrance & SHOP Scale 1:50
ENTRANCE & SHOP SECTIONS
Scale 1:100
RENDER
RENDER
RENDER
FURNITURE
CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK
Ticket & Cashier counter
A'
Scale 1:20
110
50
100
487 610
8
8
33
22
20
107
35
A
PLAN
94 SECTION AA'
CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK
LEFT SIDE
RIGHT SIDE
CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK
CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK
100
Ticket & Cashier counter Scale 1:20
81
116
CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK
594 FRONT ELEVATION
100
100
BACK ELEVATION
CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK
CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK
FURNITURE
CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK
CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK
FURNITURE
SEAT & STORAGE & DISPLAY
30
45
100
158
8
50
10
PLAN
395 SECTION AA'
CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK
90
Scale 1:20
CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK