In a building from the 1950s in the San Babila zone, designed by Vico Magistretti, Arrital called on AMDL Circle, the studio founded by Michele De Lucchi, to create its new showcase. Narrating a thousand possibilities for an increasingly strategic spaces in the home

If you are looking for the classic showroom, instead you find a vital, connected, vibrant space, which picks up the thread of seventy years of history, leading us into the contemporary world. There is a surprise in store for visitors at Corso Europa 22 in Milan: the new showcase of Arrital, a brand that has chosen this zone of the city dense with meanings connected with fashion and the excellence of Made in Italy, opening a facility at the core of the worldwide design capital.

The host building was designed in the 1950s by Vico Magistretti, and its interiors have been reformulated by AMDL Circle, in full respect for the past. Arrital has created its own stage based on dynamic identity and sensorial experience, a setting that can be transformed and continues to evolve, in which to cultivate networks and flavors: key terms for a company with over 40 years of history, an example of cutting-edge know-how in the kitchen universe.

“This space is not just a showroom, but precisely a showcase, a stage, a multifunctional ecosystem designed to foster social interaction, collaboration, the sharing of ideas,” says the general manager Christian Dal Bo.

“Trends on the marker address essentially two paradigms: the user, at the center of the choices of design, experience and wellbeing, and the hybridization of spaces. The home at this point has become a context of multitasking, where technology, connections and design have to guarantee added functional and ergonomic values, in living and work. We wanted to create all these connections inside our new space in Milan.”

But in concrete terms, how has this new theater designed to connect and expand the Arrital community been created? “We began with the building and its history,” say Leonie Kutschale, Nicholas Bewick and Davide Angeli of AMDL Circle.

“In recent years the San Babila area has been a true construction site. But it is one of the most beautiful parts of Milan, which has preserved the sense of modernity of the 1950s, with its façades in metal.

It was a surprise to discover that a building by Magistretti was hidden here. For us, it was therefore fundamental to respect the building’s past, its historical identity. Starting with this premise, we then focused on the identity of Arrital. We investigated the company and its production, and we were impressed by its high level of innovation and technology.

Hence it was important to combine this particular approach of the company with the new store, which had to reflect the vision of a brand that looks to the future and experiments with new solutions.”

The showcase has been organized to host various forms of interaction. “On the ground floor, the space is more theatrical, with a single enormous kitchen and a suspended garden, followed by spaces with very different functions: a stage on the basement level for talks and informal encounters, like an urban piazza. Then there is the atelier, where designers can work with materials, surfaces, drawings, in contact with the client.

The upper level has been set aside for private but interconnected spaces, which also open to the living area.” Two elements act as fulcra in the space: the special suspended garden and the red staircase.

“The garden offers a link with cooking and the kitchen, conveying a concept of wellbeing. The staircase is a vertical connection, across the three levels for a total of 16 meters, while the red color is a tribute to Magistretti, who loved this hue. Two signs that again point to the desire to create connections, with nature in the first case, and with history in the second.”

Dal Bo emphasizes the value of the suspended garden: “This is not simply a visual representation of our green approach; it also conveys the aim of narrating our concrete commitment to a sustainable future. Our intention is to make every visit become a complete experience, stimulating not only sight and taste, but also environmental awareness.”

Then, obviously, we come to the true protagonists of the space: the kitchens. How is it possible to narrate, in a place with such a strong identity, the developments that are progressively expanding into the living area?

“We began with a question: what will the kitchen of tomorrow be like?”, the designers ask. “In the past it was simply a place for cooking, but then it became the heart of the house, where people gather. Based on our research, we have imagined that in the future the kitchen will be not only a place in which to consume food, but even a place where we will produce it.

Looking forward, we think of the kitchen as a true social experience involving food: those who produce it, those who process and prepare it, arranging servings and settings, then bringing everyone together in the moment of dining.

Like a small factory, a place in which to Cultivate Connections, Cultivate Flavors, which is the slogan of the showcase, preparing, eating, but also creating connections around the table.” Dal Bo adds: “We wanted a space that would interpret the company’s vision, which is to break down the boundaries of conventional design, foreseeing the needs of the future, and now we have one.

Our new showcase in Milan is not just a context of display, but a complete experience that celebrates the art of design, human connections and the appreciation of authentic flavors.

Thanks to the innovative approach of AMDL Circle in the creation of the setting, and that of the architect Franco Driusso in the design of our kitchens and the composition of the furnishings, this location becomes a reference point for the contemporary design scene, inviting everyone to explore and to find inspiration.”

Ph. credits: Andrea Martiradonna