Six companies – all who embody the essence of Italian style and excellence in its own sector – have partnered to open a flagship store in the centre of Milan. Viale Piave No 14 is a central location, only a short walk from Porta Venezia, and this is where the 150sqm store is located.
Two large windows look out onto Viale Piave and are dressed to reflect the brand’s philosophy and image. Inside, a front exhibition area sits just behind the windows while three interiors showcase living, wellness and bathroom concepts. The showroom also includes a work area and a library for materials. From a design perspective, the space reflects the formality of Neutra’s style with white and neutral tones dominating.
Founded in 1880, Neutra is a division of the Arnaboldi Angelo company of Cantù. It was originally known for its supply and processing of marble and natural stone. The company is known for its exploration of natural and neutral tones within products that exhibit a strong identity within a warm, refined environment – very much in keeping with today’s contemporary interiors.
The opening of the flagship Milan store allows Neutra to offer an intimate view of its style and quality to all – members of the public and design community are equally welcome.
I particularly love the layout and design of this space – the products are accessible and laid out in a way that invites visitors to engage and develop an emotional attachment to various items. In particular, the large workspace would be an extremely useful area in which to discuss plans and ideas in a creatively-inspiring environment.
I am hoping we will have the opportunity to visit a number of retail locations in Milan during the next KBDi Designer’s International Tour in April 2014 and I’ll certainly be suggesting the Neutra store should be on the list. What do you all think? Love it or not?
