Vyta Santa Margherita Bologna
Bologna is the beginning of a new phase in VyTA Santa Margherita format: brand recognition is no longer entrusted with the application of an architectural standard declinable on various outlets, but they are the oldest and most traditional products of our table: bread and wine, the way in which they are offered to customers, the atmosphere and a design in constant change, but generated by common matrix, to represent the true essence of the brand. Each should be different and unique in its own way, with at least one new idea that sets it apart from its predecessors, Vyta Bologna is a big step in that direction, the stores should represent their brand, but they should also be a very special and unique food experience.
Vyta Santa Margherita offers the oldest and most traditional products, bread and wine, in Bologna railway station, with a C-shaped floor plan, Vyta is totally projected towards the outside through three different views: on Medaglie d’oro square, in front of the taxi station, on the historic atrium, outlet flows of underground walkways that connect to the high speed station, located at 23 metres in depth, on the so-called "Transtlantico" building dedicated to services for travelers covered by a glass and metal structure, it is exposed to the urban and metropolitan fluxes of the city, but at the same time it is separated from the never-ending come and go of the people from an invisible boundary generated by a sophisticated minimalism.
VyTA Bologna is characterized by the use of a unique colour palette: the greige, less cold than grey, less warm than beige, but highly connotative, the muted colour become a mainstay in the world of high fashion in the eighties thanks to Giorgio Armani.
Greige colour is dominant in its minimalism, it amplifies the fluid outlines of the space and creates a neutral homogeneous container, dominated by the contrasts of natural ‘serpeggiante’ marble, glossy and matt surfaces, lights and shadows.
”Through simple products offered by Nature, such as water, wheat and fire, thanks to man’s expert hand, patience and creativity, forms and savours, aromas and flavours have been created for millennia, giving birth to bread and wine, ancient and modern nourishment for humanity.”
This food philosophy was the starting point that inspired the architectural concept.
The long Corian elegant grey counter, with its ethereal crystal boxes, stands on the geometry of a ‘serpeggiante’ marble floor, the optical effect is further enhanced by mirrors which help to magnify the narrow space, the wall of the back counter, usually just a functional space, becomes a new form of entertainment through a video wall that reproduces a perpetual movie in slow motion that celebrates the ingredients of the products Vyta Santa Margherita such as water, wine, olive oil, wheat, flour, mozzarella, tomatoes and fire.
The hood is one of the most significant components of the setting, due to the shape and size of its wooden lacquered greige planks that evoke the interweaving of traditional bread baskets. This volume has been brought down to a human architectural scale, so that the space has a less monumental and more intimate look.
The section of the slats, concave and convex, generates the matrix of a thin and elegant frieze: made of painted steel sheet, it becomes a micro three-dimensional sign that emphasizes the glossy Parapan background enclosing the space like a treasure chest, engraved on the mirror transforms it into a kaleidoscope of endless reflections that create an ever-changing environment.
The light system contributes to soft and intimate atmospheres: it diffusely radiates on the counter, enhances the wooden lacquered hood, it is an eye-catcher above the tables thanks to sculptural Diamond lamps by JSPR, emphasizes the shiny parapan walls with friezes metal where the bottles of wine and their history are celebrated like sculptures.
The lighting system, totally LED dimmable, merges with architecture, a sophisticated home automation system allows a resources optimization, reduces energy consumption and achieves a comfortable lighting environment, giving life to an extremely sophisticated technological universe, in harmony with seasonal conditions and the natural light on the streets outside.
The Miura tables by Plank, as well the chairs one and the stools one by Magis, with their shapes generated by the symmetrical composition of irregular triangles, can host the clients on their brief stops, while eating and drinking the most ancient products of humanity, watching the ever-moving city.
