project : : Valextra Flagship Store : : Milano, Italy : : 2017~2018 : : 270m² (constr) : :
program : : Retail : :
credits : : Javier Villar Ruiz Partner in Charge at KKAA (LEAD) : : Viabizzuno (LIG) : : Fav Wood Working (CONS)
synopsis : : We were interested in the way Valextra displays their products individually, bringing attention to each product; as opposed to the usual long shelves with lined up products. This brought us to conceive a retail concept where each displayed item would occupy its own space and that visitors would roam among them as if walking in a forest. Following this narrative, we formalized these displays as full height raw wooden planks; keeping their bark and original shape, established a very intense and interesting contrast with the sophisticated simplicity of the Valextra designs. The scent of the wood that perfumes the whole space is particularly pleasant and charming when one steps into this space, suddenly feeling a certain comfort of leaving behind the chaos of the hectic city of Milano : : photos by SDL studio : :
