Time and its value become a story in Loft, the space dedicated to watchmaking culture where design becomes a narrator to enhance centuries-old mastery and its world.
We are in Rome, a few steps from Piazza di Spagna, in a hub dedicated to sophisticated and extremely precise manufacturing and to its community, which is found here, through the interior design of Giorgio Grandi (GGAStudio) and Marco Covini (VisualProjectStudio) a platform for meeting, exploration and networking.
Here, the Hausmann and Frielingsdorf families, who have made the scanning of time their mission for three centuries and five generations, have decided to give life to a new outpost of what we could define as aculture slow.
A culture, that is, which, around the creation, restoration and sale of excellent products from the great fashion houses, nourishes its public with relevant opportunities to reveal the value of a world which is like a deep and transversal core drilling in the history of civilization .
Crossing the threshold of Loft you are immediately projected into a timeless atmosphere where references to the past are expertly sewn into a modern structure.
“Several fragments that mention and recall the shop on Via del Corso, where the story of Hausmann & Co.: the chandelier that welcomes you at the entrance, the suspended clock over the Gallery or even the decorative carpet on the floor, a technological reference that takes you back to what is present in the historic store" say the Grandi architects and Covini.
“A way to empathize with the historical public, but also to welcome those who do not know the Group's past but immediately perceive its excellence”.
It is no coincidence that a sculptural seat is positioned at the entrance, the result of a drawn gesture: an invitation to sit and breathe in the atmosphere that unites the past and future of Hausmann & Co.
In the Gallery, an elegant covering of Dekton by Cosentino on the floor, alternating with decorative frames in Alpi green porcelain stoneware, forms the backdrop to a scenic backdrop for the essential and geometric display of watches, designed by the designers, warmed by Poltrona Frau leather upholstery that suspends the time boxes in the window like precious straps.
From here you enter the welcome area where, in a complex abacus of furnishings, showcases and displays designed in Fenix by Arpa Industriale, a historic restored sales counter stands out, a memory of the shop in via del Corso .
Immediately on the right, the laboratory enriched by a spectacular wallpaper, created based on a design by the designers of Wall & Deco, which graphically recomposes pages and gears of the famous Farnese Planispherologio: an ancient mechanism capable of connecting the passage of time with the alignment of the planets, renovated by a team of Hausmann & Co. in 1913, commissioned by the Vatican.
In this place the master watchmakers are available to customers to restore the precious mechanisms.
From the welcome area you can also access the sales area: a welcoming modern lounge, defined by the scenographic henge ceiling lamps, with reserved areas that create an almost familiar welcome: placed in front of the large fireplace, designed ad hoc by the designers for Fumisteria Vigorelli which illustrate a more intimate and intimate sales method, unique in the watchmaking sector - underlined by the armchairs Hug by Arflex which alternate with Balloon lamps by Brokis, placed on the floor and by a carpet designed by Besana Carpet.
Furniture and walls, also made to order, are upholstered in Tweed, creating an even more muffled atmosphere thanks also to its intrinsic sound-absorbing qualities: a visual element that recurs in all environments.
Finally, the large black frame in Fenix by Arpa Industrial, which revolves around all the rooms creating another visual fil rouge, becomes the architectural strategy to hide the conditioning. Above the room, the large Samsung LED wall measuring 1x6h m, which will liven up the room during events.
Another element capable of creating a link with the past are the ancient safes brought back to life with the bronze effect finish created specifically by Oikos. Through a spectacular staircase illuminated by Viabizzuno, you access the first floor where the corner for making personalized straps is located.
The textile flooring is Blend, the Besana Moquette carpet made with three different techniques (digital printing, bouclé and velvet) gives preciousness to the environment. Also on the first floor is the Play Room: a space designed for meetings and private events, also using the most modern technologies.
On the same floor there is also the Vip Room, the exclusive heart of the Loft, furnished with sophisticated Poltrona Frau products, including the Isidoro mini bar, and illuminated with Viabizzuno who took care of the general lighting project. The attention to detail is also found in the bathrooms, with the taps designed by Gessi and with the Poltrona Frau leather that covers all the doors and internal surfaces of the display cases.