Beneath the porticoes of the first building in Morbegno designed by Luigi Caccia Dominioni, a new commercial activity has opened its doors.
Morbegno is distinguished not only by Caccia’s architecture, but also by views of the surrounding mountains and waterways, with the Ganda bridge serving as a symbol of union between the town and the Rhaetian Alps. This late-18th-century stone structure, characterized by three imposing arches stretching over the Adda River, provides the conceptual foundation for the project.
Diciassette.Morbegno is a women's clothing store designed in keeping with the principles of biophilic design, aiming to express a sense of belonging to the region through discovery of the “genius loci”. Customers navigate an exploratory path that evokes reflection and enhances the product experience.
A tree stands at the heart of the space, serving as a symbol of nature and providing a subtle invitation to move in a circular route. Around it, various display “islands” bring the store to life, each with its own character and function.
The checkout counter is made from a block of Ghiandone-Serizzo granite — a rare salvaged piece, now proudly displayed in the space. Behind it, arches evoke the iconic Ganda bridge, built with the same type of stone.
On the wall facing Via Faedo, a wooden clothes rail extends like a tree branch, seamlessly emerging from a natural-themed wallpaper covering.
The fitting rooms seem like a mysterious space — an invitation to move beyond the branches and discover a more intimate corner, where one can reconnect with oneself.
On the east side, the river island evokes flowing water, with rounded stones placed on the floor and a bespoke clothing rack in a fresh gray-blue hue.
The green island mimics a forest and defines the area for displaying footwear and accessories. A soft carpet, in the same green hue as the walls, creates the sensation of a grassy surface that encourages one to take off their shoes and try on a new pair.
The lounge corner, featuring a warm color palette, a mustard-colored seat, a round table, and a wooden bench, is an invitation to take a break. The soft, organic forms are ideal for clearing the mind, allowing for reflection on the surrounding space and the products for sale.
The adjacent shop window allows a glimpse of the outside while offering a comfortable shelter for those inside.
The materials used are natural and unrefined: wood, stone, and iron.
Diciassette.Morbegno is a retail space designed to make people feel good and in touch with nature.
Credits
Concept design: Anna Barlascini
Works management: Rinaldo Del Nero
Project collaborators: Elisa Fantoni – Skye Sturm – Andrea Mainetti
Carpentry works: Andrea Zugnoni
Iron works: CMW design
Painting and plasterboard: Secchi Mattia
Lighting: E27 illuminazione
Electrical system: Spini Sergio
Photographs: Marcello Mariana
