Transcript of Tomassini arredamenti decorates the concept store of hugo boss in rome
- 1. How to furnish a store: the Hugo Boss concept store in Rome
Furnish a commercial space is very different from furnishing a
home. The interior of a shop or a boutique must follow visual
marketing principles, in addition to meeting all safety
requirements and law regulations on public and working spaces. The
interior design for retail and contract differs substantially from
interior design of private homes. When designing the decor of a
commercial space you must first keep in mind the need to frequently
change the layout of merchandise. A clothing boutique, for example,
needs to exhibit the new collections at the beginning of each
season, the furniture must therefore be modular and must be moved
or modified easily. The space must be organized to ensure a
pleasant shopping experience, where the goods are clearly visible
and ordered according to certain criteria, such as color, function
or material. The customer must be able to gaze out, walking among
the exhibitors and take his or her time to observe and evaluate the
articles that interest him or her. The lighting is very important,
as it creates the atmosphere that the retailer wants to give his
shop; it must also enhance the objects and light them properly.
Mirrors play an important role as well, especially in boutique or
clothing stores: in addition to allowing the customer to be
mirrored to evaluate the items he or she intends to purchase, they
increase the perception of space making it look wider. Music also
can play an important role as it helps to relax and feel
comfortable in the store. The music can also help define the brand
image in the perception of the customer, depending on the selection
of music that you choose for the shop. An essential element to be
designed in a store are the windows, which have the function
- 2. of enhancing the merchandise - clothing, accessories,
leather goods, glasses, household items, etc ... - and invite
potential customers to enter the store. The latest trend in
interior design is the creation of concept stores, special
environments that expresse in its entirety the identity and image
of the brand. Hugo Boss, one of the most prestigious brands in the
world of mens fashion, shows a great example of concept store in
Rome. The german maison has recently launched the first womens
clothing line signed by Jason Wu, the new creative director of the
fashion house. In addition to the launch of the new womens
collection, Hugo Boss opened in Rome the first womensware store in
Italy, as announced on mffashion.com, in conjuction with the
reopening of the mans fashion store in via Frattina 136/138, in the
heart of the Italian capital. In total, the two boutiques occupy a
space of 1,000 square meters in a historic building, as seen on
Romeluv.com (750 square meters for the mens store and 250 for
womenswear store). Tomassini Arredamenti furnished the renewed Hugo
Boss boutique in Rome, working on a concept of Interior Design that
reflects the brands philosophy: high attention to detail and a
clear-cut contemporary style.
- 3. During the renovation of the store, the furnishings were
removed and the existing premises were completely dismantled up to
the original wall structure, which was later covered with drywall
to remodel spaces according to the new requirements. The drywall
was covered with wallpaper and lacquered MDF in black padded. The
edges of the drywall are covered with a black aluminum profile that
defines the spaces inside the store. The counters are made of metal
structures with lacquered parts and black containers in the mans
store, white in womans store. The dove-grey carpets in lyocell
profiled in black take the tones of the wallpaper and floor tile.
The colors used for the two boutiques are consistent but slightly
different: in the male fashion store, the colors are dove-gray and
black while in the female store white accents enlight the space.
The new furniture is almost completely integrated to the wall,
except for the Walterr Knoll chairs and ottoman. The rollaway doors
are painted or covered with wallpaper. The only element in relief
and visible is the vertical handle in black painted steel. As for
the lightening, perimeter LED lights and basket system where used,
while some sales and exhibition areas receive direct light from
custom-made chandeliers. Tomassini Arredamenti has followed the
construction of the two boutiques of Via Frattina in Rome from the
design to the executive stage. The skilled carpentry of Tomassini
Arredamenti has ensured a flawless professional work; the result is
a modern and sophisticated space that perfectly reflects the image
of the German fashion house.