What was the brief?
The concept of the new Eraldo shop, designed by Parisotto + FormentonArchitetti, highlights the client's mission to propose an innovative way of conceiving retail: the store, with its contemporary ambience, becomes an experiential destination and a place where shopping is part of a five-star service. The retail space smoothly dialogues with the outside, like a proscenium opened to the city. The store windows seem as if dematerialized and occupy the two floors - crossed by a continuous stone partition - and the entire interior space is designed as a stage. Externally, a covered patio extends the store toward the street. The indoor atmosphere conceived by the designers is dominated by sharp and essential lines, as well as sculptural and monolithic furnishings in pure volumes.

What materials did you choose and why?
The materiality of the surfaces and finishes conveys a sense of tactility and authenticity: the ceiling is made of oak-wood horizontal rods, the floor of sand-colored pigmented cement sown by Morseletto -with the addition of porphyry cube platforms- while the walls, with their monochromatic yet polymaterial continuity, are made of Terra Fine by Matteo Brioni. The space reiterates the hybrid indoor-outdoor vocation, in between intimacy and urban stage. Punctual vertical partitions in ochre-pigmentedexposed reinforced concrete, break up the space, forming different areas where clothes and accessories stand out with great emphasis, thanks to a very calibrated study of light (by PsLab) on galvanized steel benches and shelves.

Team:
Architect: Parisotto + Formenton Architetti
Photography: Pietro Savorelli

Material Used:
1. Lighting: PSLab
2. Staircase: Zanet Marmi noce travertine
3. Seminato: Morseletto
4. Clay Plasters: Matteo Brioni
5. Window frames: Secco, Ebe 30 profile
6. Steel armored open-closing system with bulkheads: LaFabbrile
7. Furniture: Cimento / True Design / Carl Hansen