1. 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. 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. 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.