For its tenth anniversary, Duvetica
is opening a new prestigious showroom in via Senato 41/A, Milan. The 240 square meter space is characterized by linear geometrical shapes, exposed concrete and essential elements. The core of the project is a curved and inclined cement wall that divides the two floors vertically, imposing its presence in the window of via Senato. Having moved the showroom to Via Senato, the flagship store in Via Santo Spirito 22, also designed by the Tadao Ando studio in 2011, has been enlarged and renovated, the interiors reorganized and the sales area extended to twice its original size.
The new executive showroom Via Senato
Duvetica entrusted Tadao Ando with the task of intervening on the pre-existent space and redesigning its internal division. The main entrance in Via Senato features a wide window that reveals the two floors and the imposing wall that marks the showroom dividing its two levels. Situated in the welcome area, this inclined and curved wall in fair-faced cement, is 12 meters long, over 7 meters high and 20 centimeters deep. The ground floor includes the welcome area and the color range in the main room, along with the offices and the womenswear and child collections. The lower floor is dedicated to the menswear offer. The restoration tried to maintain most of the original structure, reusing when possible the wooden coffered ceilings and the fixtures. As in all the Duvetica spaces, the predominant colors are grey and white, used for the industrial cement floors with quartz dredging, walls finishes in Venetian pressed marmorino, furnishings in pearl grey corian and grey coated natural wood. A cement table, designed by Tadao Ando, is placed in the meeting room opposite the offices. Lighting is designed to highlight the characteristics and the colors of the products on display.
The redesigning of the flagship store Via Santo Spirito
The opening of the new space in Via Senato allowed Duvetica to expand the flagship store in Via Santo Spirito, converting the original showroom space to sales area. This transformation determined a complete restoration of the store extended to twice its original size and a reorganization of all the areas. The top floor that includes sales and welcome areas, has been enlarged by including part of the previous storage section which has now become the menswear offer space. The basement displays the womenswear and, for the first time, the Boy & Girl collection. All the spaces feature light grey industrial cement floors and walls finishes in Venetian polished marmorino. The furnishings, also designed by the Japanese architect, present a minimalistic style that exalts the stores architecture, echoing the structural colors with pearl grey corian tables, parapets and metal components in painted steel and clothing racks hidden in the walls. The LCD touch screens represent a striking technological feature, allowing the customer to view all the models on offer as well as the available colors. The screens also show videos of the Duvetica collections, projected inside the store and on the shaped screens in the window.
Tadao Ando and Duvetica
The collaboration between Tadao Ando and Duvetica started in 2010 with the designing of the company store in Tokyo (Japan) and continued with the stores in Courmayeur, Kitzbühel (Austria) and in Milan, which all opened between 2010 and 2011.
In 2012, during the Milan Salone del Mobile, Duvetica organized a show in its flagship store in Via Santo Spirito, exhibiting Tadao Andos ten most representative museum projects realized in Europe and Japan from the mid-1990s up to 2010.
Tadao Ando was born in Osaka in 1941. He opened his studio Tadao Ando Architect & Associates in 1969. He has received many awards and won dozens of international prizes and he has taught for many years in some of the worlds most important universities.
The opening of the new Duvetica spaces is Monday 23 June during the menswear fashion week. On this occasion, the presentation of the 2015 spring summer menswear collection and womenswear preview will be for the first time included in the Milano Moda official calendar.