Valextra
Milano Design Week 2017
The new pop-up project in Via Manzoni leads this colourless-colour revolution at the hands of Snarkitecture: the studio founded by Alex Mustonen and Daniel Arsham that stands among the most cutting-edge protagonists on the international design scene.
The visual impact of this 2017 Valextra store renovation is noticeably striking and primarily conceived to surprise and captivate costumers when entering the space. The duo’s concept is inspired by the simple structural order of common scaffolding systems - often overlooked as temporary frameworks rather than complex and highly regimented modules - that divide the store into three main bays: each with its own internal support system from which a white, billowing mesh is suspended. When entering the store, we nd ourselves enveloped by a singular, dense, white matt surface, blurring the boundaries of the walls and ceiling, in contrast with the precise and clean lines of Valextra products. Everything inside is soft and padded. The entire store is wrapped in layers of tactile fabric all in degrading hues of white - the non-colour par excellence - creating a surreal ambience able to space us out.
“Snarkitecture’s use of white is about reduction and simplifying elements from our normal surroundings. By inviting visitors into a monochromatic environment, we hope to create a space that feels transformative - an experience that transports you from the familiar and everyday”, comment the designers. Using white as the studio’s signature, and mixing textures to create additional layers of richness, are the directions that the studio had in mind for this specific interior. Accordingly, Valextra’s new AW 2017 men’s collection, which is dedicated to a sophisticated winter traveler, is All White, an iconic feature that distinguishes the brand and has made its pergamena leather a celebrated signature.
The use of this ephemeral and muted palette combined with hard-edged industrial materials further highlights the enduring beauty and graphic purity of the new collection. “Our approach considered the forms and palette of the Valextra collection. We felt that a monochromatic space would provide a striking, but complementary, setting for the Valextra pieces. Several key elements of the design were inspired by visits to Milan, including the architectural stone for the floor and the scaffold with white mesh. We were interested in the juxtaposition of hard, architectural surfaces with soft textures, as well as the play between precision (the grid-like scaffold) and looseness (the irregular scrim fabric)”, comments Snarkitecture.
In this all-white tactile environment luxurious materials are treated with industrial rigour: end walls are unconventionally upholstered with thick fury white carpet or quilted fabric, while centre units are encased in fluted foam. The floor is clad in berglass tiles reproducing a high de nition stone print.
The Italian brand once again confirms its deep involvement in design and architecture and its mission to establish strong collaborations with interesting creative names worldwide with consistency and in this case with a smart twist for a brand which is renowned for its incredibly wide and surprising palette of colours. There could be no better welcome to its 80th anniversary. Choosing white as the ultimate representation of luxury, a true symbol of iconic and enduring style both for a collection and for the main store in the heart of Milan signi cantly opens these 12 months of celebration, full of extraordinary events globally.
