Visual Display* starts a new journey with Slowear Venezia that begins with the opening of Tokyo — Marunouchi and aims to renew and reinforce the image of the brand while respecting the values that till now have distinguished it: tailoring, Italianness, style and hospitality.
"A constantly evolving project aimed at creating a set of feasible and coherent solutions to be used from time to time according to the individual locations (...)" Visual Display
"Less austerity, more eclecticism, the new soul of Slowear Venezia stores is unrestrained from certain patterns and is enriched with new gestures, materials, suggestions." Visual Display
The simple and rigorous architectural space is characterized by a vaguely retrò color palette that combines the soft gray of the walls facing the street and the deep blue of the fitting rooms with the bordeaux of the seating area. The ceiling, outlined by the geometries of the lighting system, is managed with adjustable spotlights that provide theatrical exposure. The curved shop windows in wood and burnished brass, the columns covered in full-length mirrors and the materiality of the floor, made of cement tiles hand-decorated by local artisans, add that touch of style and attention to detail typically Italian.
The interior space reflects the vision of the brand, the attention to the quality of the product and the desire to allow the customer to live a unique experience. A circular internal flow, which alternates pure display areas with more curious one, leads the client to an ever-greater degree of intimacy as moving away from the street front, stimulating movement and the gradual discovery of spaces.
The counter becomes an element in itself, carrying a new identity. Set up as a small radio studio it transmits the brand's love for the world of music and vinyl, which are also played inside the store.
The dressing area is enlarged, becoming a well-defined area within the store. The fitting room, with soft carpet flooring and blue fabric walls, allows the customer to try the items in total intimacy and have the shop's tailoring services.
The brand's offer is further expanded by including an area dedicated to male products for body and hair care, through a custom-designed display cabinet that recalls the domestic imaginations so dear to the brand.