FURLA New Concept Store @ Between Tradition & Innovation

Furla launches a new concept store that interprets Italian lifestyle in a contemporary key, together with creative spirit, refined design and timeless elegance. Confirming the international vocation of the brand and in line with the ambitious and significant developing plan of the company on foreign markets, the new concept is going to be launched in preview on the occasion of the openings of Hong Kong, Beijing, Mumbai, Dubai, Macau and Paris, and soon arriving in Milan.

The new concept store draws inspiration from the architectural details of the beautifully restored 18th century Villa in Bologna -headquarter of the brand- where tradition fuses contemporary design. Elements such as the architraves of the doors, the profiles and the frames of the walls and of the ceilings have been transferred and declined in a retailing concept able to reflect the mood of the company in a dynamic and modern way. The palette of colours turns around the natural tones together with pastel colours. The materials go from Italian travertine marble for the floor, to rosewood that matches the opal colour glass for the furnishings, from metals used both for the finishing of the walls and for the frames, to the skin colour ivory for the sittings.

Refined brass details for the decorative frames that personalize the main door of the boutique and enrich the interiors by framing the wall displays. In order to underline the closeness of Furla to the world of art, finely sculptured graphic details have been realized - inspired by the works of Donald Judd - both to decorate spaces and to set up shop windows. An abstract and geometric art made of sculptures that can be combined, perfectly adapting to space.

A mirrored LED screen enshrined in the wall enables to showcase the images of the latest advertising campaigns and the videos of the international events organized by the brand, as well as the artistic videos realized with the support of Fondazione Furla. A soft illumination contributes to create a warm and welcoming atmosphere. A new contemporary concept starting from the company and brand’s own values and that is rooted in an absolute Italian tradition and history. The new concept store project has been assigned to the English Studio HMKM in London.