AT RINASCENTE, A NEW FLOOR DEVOTED TO MEN’S STYLE
SPECTACULAR IMAGES AND INDIAN CHARM ON THE FRONT OF RINASCENTE
Until October 24 the palace of the store in Piazza Duomo is as imaginative 3D projections.
Rhythmic play of light, graphics that make up and then dissolve and give way to images of typical Indian design and architecture. Fascinating figures literally takeshape on the front of the Rinascente in Piazza Duomo.
The occasion is the launch of the new floor dedicated to the man.
The new floor will host designer brands together with a selection of contemporary brands and premium denim, but also a smart casual area and a prestigious shoes department.
Vittorio Radice, Rinascente CEO, chose the architects of Mumbai Studio, founded in 1995 by Bijoy Jain and awarded at the Biennale di Architettura in 2010 with a special mention for the outstanding creativity of their installation artwork.
The Indian studio’s philosophy is based on organic sustainability, with the use of local materials, non-industrial building techniques which respect local characteristics and most of all the involvement of all those who are concerned – including the workers – in the creative process, enhancing free circulation of ideas and a meaningful exchange of knowledge.
The first floor project aims to develop a personal and not anonymous approach to shopping, thanks to an elegant but also welcoming lay out, which creates a certain ambience made up both of sophisticated vintage furniture and warm, snug materials which are appreciated for the beauty of their details.
