Daniele Bedini
London, United Kingdom
Project Year

Furniture, design, art, wine, accessories, jewellery, food, Italian style and fashion all integrated in this contemporary store

Daniele Bedini as Architects

Who? When? Daniele Bedini, Italian Architect and professor at Royal College of Arts, and his partner Roger Walters, with their team, are opening on 1st December ".IT", a new furniture showroom & wine bar where you will experience the Italian way to enjoy life.

Where? In a 18th century palace completely renewed (20-26 Rosebery Avenue, London) in Clerkenwell, cultural hub with a multitude of architectural and creative practice.

What? The showroom is a new concept design store, with an area dedicated to some great Italian furniture companies connected with an interior design studio and the second designed as a wine bar where customers can try Italian specialities.

All the products, both furniture and food, will come from Italy. Clients will be able to have a drink, a light meal, or just a coffee (main sponsors and partners Caffè Hausbrandt and Aperol), in this Italian contemporary design home where friendly staff will welcome them.

Why? ".It" is a multi flagship store for the following brands: Furniture: Della Rovere, Edra, Fiam, FormerIn, La Falegnami, Myyour Home Accessories & Kitchenware: Fratelli Guzzini, Joyfragrance, Kose Home Finishings: Berni, Paolo Flori, Parchettificio Toscano, Thermomat Kitchen: TM Italia Lighting: Lucente-Mizar Rugs: GT Design Sound Systems: Architettura Sonora, Meridian

Clients are able to not just to look around the showroom but also to try the products in the wine bar. Indeed they will eat or drink seated on a sofa or a table which will be for sale.

In this stylish showroom, artists, architects, private or curious will be able to meet during the events and exhibitions related with design, art and good food which will be organised by ".IT".



Speaks about his Concept of Store ".it"

"It was quite a long time that I was thinking to create something special in London, like a happy, joyful melting pot of somewhat original, that had also to see with my country (Italy) with its capital town (Florence).

Finally, two years ago flourished the right golden occasion, with the right people, in the right place. With my British business partner, Roger Walters, we decided to open ".it" Concept Store in his building, in Clerkenwell, the new London Design District. The building, very historical (1756), completely restored, has a design apart hotel over the showroom. And this was great for the Concept Store.

I then spent one year collecting very unique Italian design brands with which to share emotion, challenge to make a unique space. Now all is done with an aggressive, motivated, strong working team!

Of course I cannot avoid following "trends" of the rest of the world; but I will do it according to my way, being an architect. The idea was to integrate, in a unique environment, some of the best Italian design companies with an innovative wine-bar and some little shops in shop related to jewellery, art, ceramics, etc. The wine bar, an Italian version of an English club, with comfortable sofas and design items, will allow us to welcome clients, architects and privates, in a comfortable, friendly way, also during "off duty" time.

The essence of the ".IT" can be synthesized in one word: Fusion!

Fusion nowadays is the way we all follow to feel united in warm friendship and free creative activity. I wanted to apply the concept of fusion to a design furniture shop to attract attention of an interdisciplinary public and to create a multicultural, multidisciplinary and international environment for my clients.

The ".IT" is a home for architects, designers where they can be supported 100%. Being an architect, I want to create a place where the professionals can find all items to complete their projects at the best! We think that a multi-brands flagship store can satisfy the necessities of architects, general contractors and privates in comparison to a mono-brand shop where only one brand's collections can be found. And, last but not least, escaping from boring shops, arrogant behaviour, and old life styles, I wanted to create an emotional, simple, real Italian life style environment.

Cheers to all of you and all of us at .IT: let's meet at our original, surprising place, to share happiness and joy under the sky of Creative Art- we will have a different, nice life!! "

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Project Credits
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