Feltrinelli

Master of InterIor desIgn 2010 - 2011 Prof. Paolo CesarettIChIara tansInI - gIulIa rICagnI - ParIn PoolPhokPhol

THE RED RUNWAYINTERIOR DESIGN PROJECT - LA FELTRINELLI VIA MANZONI

ABOUT THE PROJECT

the project requires a complete renovation of one of the oldest branches of la feltrinelli, Italian leading bookstore chain, on Milan's prestigious Via Manzoni. la feltrinelli was established in 1957 by giangiacomo feltrinelli and since then had developed and become a modern and reputable brand bookstore chain with more than 104 stores around Italy. Many of its new branches are modern and well equipped with latest technology for bookstores to support the lifestyle and needs its customers today. Being located in centre of the historical, business, commercial and fashion district of Milan, la feltrinelli in Via Manzoni is one of the most iconic branches. this renovation is aimed to underline its identity as the historic brand with a modern vision. this store will not only be the place that sells books, but will also be a place that represent the values and reflect La Feltrinelli's brand.

the main inspirations come from the city of Milan and the lifestyle of the Milanese who represent the target clients of the Via Manzoni branch. the design does not depict Milan only for its history and monuments, but for its dynamism as the capital of fashion, art and design. the concept of the 'red runway' is developed by connecting the fashion runway of Milan with the la feltrinelli's logo. the 'red runway' would be the central element of space containing all the main services and activities of the store. the spirit of Milan will also be translated through the additional functions and services beside the conventional bookstore. aside from selling books, la feltrinelli Via Manzoni will also consist of a café, a temporary space for special events, as well as a lounge area for customers to read books which could also be transformed into a conference room.

some demolition and reconstruction are required for renovation of the interior. the main staircase leading to the first floor will be located on the 'runway' in the centre of the store and the existing staircases will be replaced with an elevator. The floors on the left and right side of the store will be demolished in order to allow the double height ceilings over the bar and temporary space, allowing more lights to enter the space as well as making the interior appears more open and elegant.

The main materials used for the furnitures are MDF wood, wood fibre boards made from

recycled pine wood and forrest waste materials. this material is very practical for the project as they have a unique appearance, available in various colours and finishings, flexible to use and are relatively inexpensive. The floor covered with reflective black and white resin to achieve the fashionable, creative and innovative ambiance desired.

LA FELTRINELLICoMPanY ProfIle

ProfIle• leading book retail in Italy with more than 104 storesfounder •giangiacomo feltrinelli in 1957 as publisher and distributor of books in MilanMIssIon • the recognised players of the market for cultural products and contents

VIA MANZONI SHOPloCatIon analYsIs

sIte• Commercial and historical centre of Milan. luxury, fashionableBuIdIng• historical buildingtraffIC tYPologY• PedestrianCoMPetItor• high competion within the area

target ClIentVIA MANZONI SHOP

ProfIle •educated middle to upper income earners aged 25 - 65 in MilanInterests •reading, culture, knowledge ProfessIons • Professionals, studentsPotentIal neW ClIents• Cosmopolitan, new custoers, modern, cultured, tourists, higher income, relax stylecustomers with high income, lived a com-forable life, strong attention to appearance, but without exagera-tion

INSPIRATIONSMIlanese lIfe

MIlano •the fashion and design capitalhIstorY •historic centre, first book store in MilanlIfestYle •Cafe, people, cultureeVents •fashion week, salone del mobile

STORE CONCEPTlIfestYle Bookstore

LOUNGE BOOKSHOP CAFéCoffee

newspaper Magazines

TEMPORARY SPACEgallery shop atelier

lounge Conference room

feltrinelli selections temporary section

CONCEPTMood Board

CONCEPTMultI-PurPose red runWaY

MultI-PurPose •Combining all services of the store into a long red linear elementred runwaY • Inspired by the fashion runway and the feltrinelli red lineCashIer•dIsPlaY•staIrs•seatIng•Info PoInt•toIlet•Bar•storage•

ORIGINAL PLANscale 1:100

ground floor fIrst floor

DEMOLITION PLANscale 1:100

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DEMOLITION SECTIONSscale 1:100

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1420

540

655

180

650

370 240

150

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126

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BASEMENT PLANSscale 1:100

orIgInal deMolItIon Plan

ZONING scale 1:100

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DIMENSIONSscale 1:100

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FURNITURE PLANscale 1:100

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STORE FAçADE

shoP WIndoWeleVatIon - VIa ManZonI

scale 1:50scale 1:20

FINISHING PLANscale 1:100

1. Wood fIbre board (Mdf) Valchromat furnitures

1.

2. Black resin floor

3. White resin floor

4. White glass Window

2.

3.

MATERIALS

4.5. White paint Wall

CIRCULATION PLANscale 1:100

free and natural circulation determinated by the punctual disposition of the design element and the space limits

Primary circulation

secondary circulation

focal point

SUSPENDED LIGHT CHANDELIER:

Lolli e Memmoli - Phebo circular

SUSPENDED LIGHT BAR:

Sofie Refer - Mega Bulb Pendant

CEILING LINEAR LIGHT BOOKSHOP:

Delta Light - Uniline Trimless Profile

LIGHTING SYSTEM

SUSPENDED LINEAR LIGHT BOOKSHOP:

Delta Light - Uniline 70 P1154

SUSPENDED LIGHT CHANDELIER:

Mooi - Raimond

LIGHTING PLANscale 1:100

fIrst floorground floor

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SUSPENDED LIGHT CHANDELIER

SUSPENDED LIGHT BAR

CEILING LINEAR LIGHT BOOKSHOP

LIGHTING SYSTEM

SUSPENDED LINEAR LIGHT BOOKSHOP

LIGHTING FIXTURES

4. lamps - café Mega Bulb Pedant lamp sophie refer

3. Chandelier - temporary space raimond lamp raimond puts

2. Chandelier - temporary space Phoebo Circular lolli e Memmoli

1. linear light uniline 70 P1145 delta light

1. 2.

4.3.

RUNWAY COMPOSITIONscale 1:50

VITRINE SEAT DISPLAY CASHIER STAIRS WC SEAT INFO

LA FELTRINELLIentranCe

Bookstore, Café, MagaZInes

GROUND FLOOR

GROUND FLOORBookstore, Café, MagaZInes

GROUND FLOORteMPorarY sPaCe : fashIon Week

GROUND FLOORteMPorarY sPaCe : gallerY

TEMPORARY SPACEarrangeMent for

fashIon Week

scale 1:100

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art eXhIBItIons

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scale 1:100


floWer shoP

scale 1:100

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FURNITUREteMPorarY sPaCe

Multi-functional exhibition bar

scale 1:20

FURNITUREteMPorarY sPaCe

Multi-functional peg bar

scale 1:20

FIRST FLOORlounge

MoVeaBle seats & taBle CoMPosItIon

FURNITUREseat & storage

scale 1:20

100

40

135

250

880

50

45

PLAN

ELEVATION

FRONT SIDE SECTION AA'SITTING ELEMENT

500

A'

A

B'

B

40

SECTION BB'STORAGE ELEMENT (DRAWERS)

104

3

MODULAR BASESITTING+STORAGE ELEMENT (DRAWERS)SCALE 1:20

SECTION AA'STORAGE ELEMENT (CUPBOARDS)

104

PLAN

ELEVATION

FRONT SIDE SECTION BB'CASH DESK ELEMENT

A'

A

B'

B

125 50 150 50

40

32

728

MODULAR BASECASH DESK+STORAGE ELEMENT (CUPBOARDS)SCALE 1:20

FURNITURECashIer & storage

scale 1:20

FURNITUREBookshelVes

scale 1:20

PLAN

ELEVATION

A'

A

4

SECTION AA'

B B'

5035

307

218

3

BOOKCASE ELEMENTSCALE 1:20

SECTION BB'

X

BOOKCASE ELEMENTSCALE 1:20

SHELF SYSTEMSCALE 1:1

DETAIL X

FURNITUREBookshelVes

scale 1:1scale 1:20

3411

88

ELEVATION

PLAN

50

514

310

A'

A

FRONT SIDE SECTION AA'

30

3111

MAGAZINE DISPLAYSCALE 1:20

FURNITUREMagaZIne dIsPlaY

scale 1:20

3411

88

ELEVATION

PLAN

50

514

310

A'

A

FRONT SIDE SECTION AA'

30

3111

MAGAZINE DISPLAYSCALE 1:20

CAPACITYAPPROXIMATION

GROUND FLOOR

BASEMENT

Shelves

Central Display

TOTAL MAGAZINES

VOLUMES

18.624

11.126

TOTAL BOOKS 29.786

11.739

6.885

420

INCREASED STORAGE CAPACITY

Before: 27.608 Volumes After : 29.786 Volumes

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COMMUNICATION CONCEPT

CatagorY taBs Book BloCks

feltrInellI hIghlIghts MultI-MedIa sCreen

IPad

COMMUNICATION SIGN SYSTEM

Book BloCk Moveable sub-catories•Black Plastic with white sticker•

feltrInellI hIghlIghtsnew arrivals•Bestsellers•Promotion•recommendation•

CatagorY taBMain book catagories•

COMMUNICATION MULTI-MEDIA SCREEN

MultIMedIa sCreenevents in the city•Communication•

MUSEO POLDI PEZZOLI

EXISTING INTERIOREntrancE&SHOP

due to the limited space at the entrance, the existing interior has the problems of unattractive display system, no storage, an unorganised ticket and cashier counter.

FURNITURE PLANEntrancE&SHOP

scale 1:50

ENTRANCE & SHOPSEctIOnS

scale 1:100

RENDER

FURNITUREtIckEt&caSHIErcOuntEr

scale 1:20

PLAN

SECTION AA'LEFT SIDE

A

RIGHT SIDE

A'

610

110

50

8

107

94

487

100 100

3520 22

8

33

CREATO CON LA VERSIONE DIDATTICA DI UN PRODOTTO AUTODESK

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scale 1:20

FRONT ELEVATION

BACK ELEVATION

594

81

116

100 100


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FURNITURESEat&StOraGE&DISPLaY

scale 1:20

PLAN

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Feltrinelli

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