Valentino Fashion

Categories: built shop

Valentino Fashion

location: Milan, Italy
date: 1998
m2: 35
euroM2: 2500
colaborators: Giovanni Botsford Architects
contact: andrew@urbanfuture.org

description: Italian design house Giovanni Valentino uses digital technology to create and manipulate form, giving birth to a new vocabulary of design that is based on the transformation of geometry. When we started our design for the flagship store in the fashionable Via della Spiga in Milan, we were more than happy to respond with the same design philosophy. Interior, graphic and product design as well as exploration of new materials are integrated to inform a cohesive visual language that engages and complements Giovanni Valentino’s fashion identity. The overall display is arranged through the modulation of shelving units, which itself echoes the cyber-skin leather design that is Giovanni Valentino’s trademark. The small space of the shop interior is maximised by the smart concealment of all storage within sliding walls of modulating units while semi transparency of stainless steel space frame shelving is emphasised by the lighting design spontaneously.

urban future organization©2012