SEM opens the doors of its first showroom in Milan
The Milanese brand opens its first exhibition space and saleroom on November 15th at 31 via Garofalo.
After its debut at Milan Design Week 2018, the new Milanese brand SEM (Spotti Edizioni Milano) opens its first showroom on 15th November 2018 at 31 via Garofalo. The company affirms its link with Milan, where the historical interior design shop Spotti Milano first began, and from where, after thirty years of experience, SEM is born in response to the demand for exclusive design in the Italian and international interior design market.
In the 250m2 showroom, styled by Valentina Cameranesi and Enrico Pompili’s studio, clients can experience first-hand the entire range of stylish and multi-faceted SEM products. The space accommodates and celebrates the different design angles and distinctive features of each collection, all equally encapsulating SEM’s philosophy: a blend between project culture, industrial logic and excellent craftsmanship.
SEM products are displayed against the backdrop of hanging canvases, created with Kvadrat fabrics, and panels in both soft and contrasting colours, dividing the showroom into numerous sections and guiding the visitor’s eye on a strategic course, while maintaining the overall picture. Suitably created for the exhibition, this course has been designed to highlight and promote the featured collections: Pivot by Giacomo Moor, Futuraforma by Marcante-Testa, Check by Elisa Ossino, Gold and Rose Gold by Paolo Rizzo.
Mirror play, accentuated by the surfaces of Rose Gold and Gold, adds an additional architectural element, putting the pieces on display in dialogue with each other through a game of reflections that enhances and enlivens the space. By contrast, the mirrored platform on which the Duale table from the Futuraforma collection stands, reveals the table’s architectural configuration, combining red mahogany, stainless steel, painted iron and black Valchromat, upon which a rectangular laminate table top and a round table top, made from Lasa White marble, are mounted. Similarly, the stone elm wood and etched brass components of the Pivot desk double on the platform situated inside the area dedicated to the collection by designer Giacomo Moor.
Vases from Collezione Massimo Minini, carefully selected for the showroom and displayed on a bookcase situated between the Check and Futuraforma collections, enhance the space with more detail and break-up the rigorous display area, allowing the collections to communicate.
Contemporary design culture, industrial logic, craftsmanship, attention to detail, brilliant architectural solutions, and a variety of techniques and materials all come together at 31 Via Garofalo giving an all-around SEM experience.
From the 16th November the showroom will be open by appointment only, from Monday to Friday from 10:00 to 18:00.
