Fashion, luxury labels tap Milan Furniture Fair to showcase new projects

Translated by

Nicola Mira


Sep 13, 2021

A magical stationery retailer, a graffiti-ed porcelain tea set and a roving detox bar have been solely a number of the shocking, amusing and sometimes downright quirky initiatives dreamed up by style labels to make their mark on this pared-down version of the Milan Furnishings Honest. was there, and had a peek at a few of them.

The miniature residence furnished by Alessandro Michele for the mouse dwelling in Gucci’s stationery retailer – Gucci

The famend Milanese design and furnishings honest was cancelled final 12 months as a result of pandemic. This 12 months, it was again in a streamlined model rechristened supersalone, held on September 5-10. The dates, just a few days forward of Milan Fashion Week, scheduled on September 21-27, have been ill-suited for a lot of the style labels eager to participate on this much-hyped occasion. It’s powerful to work on two deadlines so shut to 1 one other, understanding additionally that new design initiatives must be developed for the Milan Furnishings Honest’s 2022 version, set to return to its ordinary April dates.
Aside from Hermès, Dior and Bulgari, which took half in Milan Design Week with in depth initiatives, the vast majority of luxurious labels, from Versace to Fendi, Armani, Louis Vuitton, Missoni and others, took benefit of supersalone to current their inside ornament collections by way of a easy press launch, or by showcasing choose merchandise of their shops, with out staging particular occasions as they typically did up to now. Different labels teamed up with designers or artists to create capsule collections that have been showcased of their store home windows throughout the occasion.

A handful of labels did nonetheless unveil extremely unique initiatives, like for instance Gucci’s pop-up stationery retailer, open till September 17 on Milan’s central by way of Manzoni. Gucci Cartoleria (Italian for ‘stationery store’), with its interval stationery retailer really feel, its parquet ground and picket wall-panelling, is a tiny Wunderkammer, welcoming solely two guests at a time due to Covid restrictions. It provides the luxurious label the prospect to launch the brand new Gucci Life-style assortment, designed by Inventive Director Alessandro Michele.
Michele styled this fairy-tale area right down to the minutest particulars, filling it with an array of toys and amusing props designed to evoke childhood reminiscences: from the mini metallic locomotive chugging upside-down alongside the ceiling’s perimeter, to the circumstances lining the cabinets, their lids open just like the mouths of unusual animals, to the followers unfurled on the partitions, and even the tiny gap on the backside of a wall that’s residence to Milan’s coolest mouse, its den’s interiors solely furnished by Michele himself.

Gucci’s fairy-tale old-style stationery retailer – Gucci

Gucci Cartoleria showcased diaries, notebooks, train books, colored crayons, card decks, poker, backgammon and cube units, alongside skateboards, basketballs and the whole lot one wants for an sudden journey (pyjamas, inflatable pillow, mules and eye masks). The Gucci Life-style Assortment is offered from September 10 at choose Gucci shops and on the label’s e-shop.

Not removed from there, in by way of Bigli, on the nook with by way of Verri, Virgil Abloh remodeled the bottom ground of its Milan retailer in a form of non-public flat embellished within the modern, street-chic type typical of his Off-White label. Guests have been met on the entrance by an enormous eating desk surrounded by brightly colored metal-wire stools. The desk was set with plates giant and small, and cups and tea pots from a porcelain set embellished with black tagging and graffiti. A surprisingly avant-garde search for this gleaming, ultra-classic white china crockery.
The tableware is a preview of a bigger assortment to be launched in 2022, a partnership between Off-White, not too long ago acquired by LVMH, and long-established porcelain producer Ginori 1735, based over two and a half centuries in the past in Florence and owned since 2013 by French group Kering.

The tea set designed by Virgil Abloh with Ginori 1735 – Off-White

Givenchy too got here up with one thing unique. Eager to catch the attention in Milan’s central luxurious purchasing district, as soon as once more brimming with onlookers and vacationers throughout design week, the French luxurious label fitted out a three-wheeled van as an itinerant bar, painted Givenchy mat black throughout, aside from the label’s title and emblem in white.

The van provided passers-by just one number of drink, a black, weirdly tasting concoction with detox properties, because the Givenchy barman instructed, explaining it got here straight from Paris and was the beverage of selection of Matthew Williams, the label’s younger artistic director.

The Givenchy van delivering magic potions on the streets of Milan – ph Dominique Muret

Valentino as a substitute customised a newspaper kiosk, remodeling it right into a theatre field workplace. The kiosk was repainted and papered throughout with black and white prints, footage of the gathering that confirmed final March at one among Milan’s theatres, the Piccolo Teatro.

Milan had lots extra surprises and sudden encounters in retailer for this early-autumn week, a sparkle of conviviality enlivening the Italian metropolis once more, and infusing it with an agreeable temper. After the lengthy pandemic months, the need to satisfy up in individual once more is robust, and a few manufacturers determined to stage public occasions, as did Acqua di Parma. At its by way of del Gesù retailer, the Italian fragrance label offered a capsule assortment of fragranced candles created in partnership with artisanal on-line platform Artemest. Acqua di Parma had organised some leisure for the event, however guests appeared principally drawn to what was taking place in the back of the shop, in a reasonably courtyard the place hearty cocktails have been handed out.
At Milan’s Triennale artwork and design exhibition, met French architect Jean-Michel Wilmotte, there to participate in a panel dialogue. Wilmotte, who has not too long ago opened an workplace in Milan, appreciated the “sensation of freedom” he felt visiting supersalone, held on the exhibition centre in Rho, on town’s outskirts. “This 12 months, the Furnishings Honest incorporates a type of ‘best-of’ choice, offered very sparingly in an exhibition area the place everybody has equal standing. No extra large, unique cubicles,” mentioned Wilmotte, who labelled this idea as “shocking,” including that “it’s a really attention-grabbing strategy, I cherished it.”

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