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FONTANA MILANO 1915 / flagship store & workshop design by Silvia Massa
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Onebrand store of exclusive leather shop.
Laboratory at sight where the bags can be admired, in the making, in real time.
Secret address of an eclectic and déco Milan to discover.
Window to the cube and cube window.
Window to the heart of the project like transparent and bright sight of a glass cube that contains
itself the distinctive line of the Fontana group, protected from a "casket" and put repeatedly in relief
by the graphic pattern of the Metropoli bag, center of the collection of greater prestige, linked to
pieces of contemporary design, like the chandelier by Foggini, Extra Wall by Lissoni, Bishop stools
by India Mah Davi and expository elements in plexiglass and corian designed by Silvia Massa.
Window that expands in multiple dimensions thanks to game of mirrors, colors, volumes, forms
that confuse the perception and make the visitors curious to the same time.
A shop in the shop, a maximalist see-trough where even the entrance, livened up from the
utilization of the natural green curated by Enrica Martini, so like the inside and the whole structure,
is characterized from a geometrical harshness that leads again to the industrial architecture of the
London 1930 and the Vienna begin-century. From the Bloomsbury Group of the sisters Virginia
(Woolf) and Vanessa (Bell) to the Omega Workshop by Roger Fry the references are infinite and,
among mosaics of porcelain entirely handmade, and the vertical vegetation, a fountain advises
sounds and suggestions of that time, in a garden that take root in the ground and in the memory.
Outside it is visible an expository hall that evokes the Parisian passages of the first one '900, that
go through the whole shop appearing between inside and outside like in a further level, wisely
separated from a thin glass and iron membrane, that shows further the game of fullness and empty
looking in the mirror itself in the counterpoint tone of the peonie by Fornasetti that put on also
speculate the walls of Fontana Workshop. Realized with materials from the ancient and natural
roots the store blends oriental suggestions with elegant and poetic summonses, proposing
structural and furniture inventions where every detail (like the seats Winback Chair by Tom Dixon
or the table and the pouf by Saarinen that leans on the precious parquet in ancient oak by
Victorian Woodworks) recreates that atmposphere of large breath and current news. A laboratory
reveal itself on the inside front: a craftsman works the skin and leather realizing accessorize into
the making, immersed in a true and actual work of art. The mural work of the artist (and personal
friend of the designer) Charlotte Mann, in fact, complete the comprehensive painting with a
background that represents the laboratories of the time that was, revisited in contemporary key,
rich of precious details from the thin stroke in black & white.
To respect the tradition isn't to repeat the old one and the obvious,
but rewrite the past, in the present one.
location
Via Trebbia, 26 Milano
dates of the event
from 14 to 19 April 2010
Opening Party
14/04/2010 from 18:00 to 21:00 PM
free entry
Silvia MassaTel: +39 02 36553552
Fax: +39 02 32960743
studio-massa@libero.it
info@silviastickers.com
