Alberto Guardiani - new concept for the Milan flagship


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19 September 2013

Alberto Guardiani's flagship store in Milan, Corso Venezia 6, reopens and presents a new concept that will soon be extended to other international locations. The interiors have a 1940s feel, heightened by sophisticated design and materials. The boutique was masterminded by the studio Andrea Fogli Stefania Tognoloni & Partners. The idea of searching for inspiration in the 1940s, and that period's Art Deco masters such as Jean Michel Frank, Jacques Adnet and André Arbus, came from the fact that Alberto Guardiani was founded precisely in that decade.

The new boutique is a two-floor space with a total area of 240 square metres. It features a large table in 'Guardiani blue' enamel, a dazzling accent amidst the timber, glass, bronze and stone. At the entrance there is a large chandelier in brass with trombone-like arms. The furnishings were expressly designed by the Fogli Tognoloni studio, and, with their discreet minimalism, they provide the perfect backdrop for Alberto Guardiani's superb products.

On the ground floor, the men's and women's lines are displayed, while on the upper floor, the Guardiani Sport range is presented in a setting that demonstrates both continuity and separation from the rest of the interiors.

The two window displays provide a taste of the interiors, and are lit by means of the high-tech Viabizzuno system. The glass includes an unusual vertically-fluted texture, typical of the 1940s. Throughout, the new boutique combines these period references with the latest technology. Inside, next to the seating units, there are iPad workstations enabling visitors to connect to Alberto Guardiani's digital and social media.

When you are in Milan, don't miss a visit to this interesting new concept store: a classic Italian example of tradition, innovation, cool design and international appeal.

Read more: Alberto Guardiani fall/winter 2013-14 men's collection