The Forte Forte flagship store in Milan has been designed to embodies the feminine, timeless and delicate world that defines the unique spirit of the Italian prêt-à-porter brand.
The store, recently opened in Milan in the famous Brera district, is a joint project of Art Director Robert Vattilana and Giada Forte, co-founder of Forte Forte and represents a spatial and emotional translation of the tactile, atmospheric and dreamy values so characteristic of the label.
In the store, the distance between the selling space and the customers is blured. Visitors stand in an intimate space where time seems not to move, therefore creating a dream-like experience that seems to bring us into one of the metaphysycal works by Giorgio De Chirico.
Materials are the great protagonists of the space: their presence serves an a stimulus to both our sight and touch, underling the importance of tactility in this space designed to be experienced. Travertine marble is at the center of the composition but more for its expressive potential than for its obvious classical reference. Though, undoubtedly, the brass features are the most evocative elements in the design: like precious hand–made details, they are like signs drawn freehand that lighten the environment with their organic profiles.
As Forte Forte founders remark, “the architecture and the display of the products in the store create a physical and metaphysical link between the space and the collections, letting the purity of the materials do all the talking”.
The Milanese boutique stands as an intimate yet not secret place that invite the customer to discover not just the garments but the artworks collected worldwide that give the space such a personal signature, such us the Didier Mahieu’s drawings or the Aldo Londi’s ceramic piece designed for Bitossi.
The great attention to details, the special finishes alongside the artistic elements – involved both in the decor and the interiors- make of this space one the most evocative retail design we have the chance to see recently. For more inspiration of recent trends in retail design, have a look to our previous post about Malababa store in Madrid or the Margot Molyneux shop which is different and still breathes that same calm and uncomplicated sense of sophistication.