One of SUPERFUTUREDESIGN*’s recent projects, the Masel Boutique in Milan, is unlike any other that has been done before. This is not due to the ingenuity of the theme, but rather the small size that the designers had to work with. The brand Masel was founded by Luca Maselli in 2015, who wanted to bring back the old-school Italian artisanship that is largely tied to the culture’s traditions of silk - a timeless symbol of luxury.
The brand makes personalized ties and pocket squares that are a reflection of the customer’s personality. This is because every aspect of the final product is customizable; the fabric, motif, monograms, and even personal inscription.
The task at hand was more complex than any which had been encountered before, not only did SUPERFUTUREDESIGN* have to implement the brand’s unique identity into the design, but work with physical restrictions as well. Upon examining the exterior of the 50 sqm, bare-faced shop in Montenapoleone, the designers were met with a distinguishable old-fashioned English vibe that stood out from its surroundings. This, they decided, was to be retained because of how the brand’s product is similar to the shop’s architecture in terms of character.
Since the brand has been founded recently and emphasizes upon innovation as its muse, it was imperative that a contemporary aspect is integrated into the design. This, the designers thought, would be an ideal theme for the interior. A classic and eloquent exterior that houses a distinct and novel interior would be the perfect representation of a façade.
Such a theme lies in the domain of principal architect Andrea Sensoli’s Avant-Garde approach to design and would embody the SUPERFUTUREDESIGN* expression. However, even after establishing detailed outlines as to the shop’s outward and inward appearances, the designers were left with one remaining obstacle to overcome; the size of the expanse. As a result, they came up with a new concept called ‘dynamism’.
To begin with, the designers preferred that a holistic process is carried out to achieve the multi-dimensional design. To do so, they chose two different components that could be defined as ‘polar opposites’ of each other. A static element was selected to represent an aura of timeless elegance while on the other hand; an extremely dynamic medium depicted a futuristic vision. While the contrast and collide with each other, they did not neutralize one another. Further, into practical implementation of the project’s objectives, the SUPERFUTUREDESIGN* team experimented with numerous materials to achieve the desired outcome.
The solid masses were enhanced by the consistent stream of light that would illuminate the interior and became a source of inspiration for the designers. They treated the interior as a single, steady surface made of one material. This, they proposed, would appear as if it is adorned with multiple ropes of several colours and tones.
As these enchanting ribbons would appear to stroke the surface of the interior, the whole platform would come to life in providing the audience with an experience unlike any other. The final result was very similar to what the designers envisioned and was considered to be a success since it boldly interpreted the brand image and the SUPERFUTUREDESIGN* philosophy.
