CASTELLI SHOWROOM

DESCRIZIONE: FGS was commissioned by Castelli to renovate and “re-look” their main showroom in Milan. This showroom holds a particular importance given its...

FGS was commissioned by Castelli to renovate and “re-look” their main showroom in Milan. This showroom holds a particular importance given its prestigious location immediately in front of a Milanese landmark: The Sforzesco castle and thereby guarantees excellent visibility and important symbolic value in terms of image for Castelli in all of Italy, perhaps Europe. FGS proposed as an approach the intensive use of Castelli elements, in particular components of the mobile wall system, in order to create a vocabulary of parts then used to characterize the space. The showroom’s long and linear proportions lead to the creation of a 30m long light wall which, as a publicity billboard, exposes Castelli’s images and materials and counteracts the natural effect of glare that large window surfaces create and render glass reflective and opaque. The lightwall system encourages the user through a modular approach to constantly change the messages being projected as new products appear and to expose materials in a coordinated language.