MONDADORI NEW CONCEPT STORE
The new Mondadori store designed by Migliore + Servetto Architects, is an innovative, Italian space, expressing the original concept of “Mondadori for you” in a renovated dimension which guides the visitor in the heart of “Mondadori Experience”.
A welcoming area to return to, of ‘high density’ products and people-friendly, where the visitors can easily find their way around at their own pace, depending on needs.
The wide central staircase, which is the heart of the store, links the shop’s three different levels and guides the visitor along a journey of discovery between tradition and innovation which unfolds from Mondadori’s first steps to its contemporary editorial choices.
The “Mondadori red” of the stairs and graphics, meets the green and the white of the stands against the walls.
Flexible elements – characterized by the soft transparency of the pierced metal sheets and complex system of graphic signs – are featured throughout the exhibition space, while Mondadori’s story is projected in the background.
The light is well integrated within the space, and is used to define the different areas of the exhibition. Inside white metal rings the light extends along a technical fabric bearing Mondadori logo. In an osmotic flow between inside and outside the upper floor presents a long supporting element in wood, acting as bench as well as exhibition place, creating a space where people and books interact.
A warm grey tonality characterizes the walls, ceiling and flooring, creating a unique space which emphasizes the real protagonists: the books, which the visitor can touch, open and browse through.
Crediti fotografici: Andrea Martiradonna
Designer: MIGLIORE + SERVETTO