The brand opened its first showroom in the setting of the former Telve building, an iconic work by designer Edoardo Gellner

The new Diadora single-brand store in Cortina d'Ampezzo was created respecting the original structure of the former Telve building, and echoes the space management philosophy of Edoardo Gellner and his passion for the material variety of the mountains. The Diadora showroom makes the use of materials of proximity its fil rouge, thanks to the use of larch, stone and calamine (a black oxide among the most evident effects of metalworking processes).

Read also: What the Milan Cortina 2026 Olympics will leave behind

Urban renewal

Having arrived in Cortina d'Ampezzo in the 1940s, Gellner fell under the spell of the place, with its rural architecture and mountains, and soon settled there. Over the years he dialogued with the town with his cultured and original language, becoming a protagonist of the urban renewal, and signing important buildings including palazzo Telve, headquarters of the Società Telefonica delle Venezie.

Olympics: 1956 to 2026

Probably the most significant work of Gellner's Ampezzo production, Palazzo Telve was commissioned for the 1956 Cortina d'Ampezzo Olympics. The Olympic flame acts as a trait-d'union between the construction and renovation of the palace, projected towards the next winter games. Commissioned by the Moretti Polegato family with the help of the RP8 studio, the renovation of the complex that houses the store was implemented in respect of the original project.

A sign for the future

"Cortina d'Ampezzo is the ideal location for this first Diadora flagship store: a place that reflects our identity rooted in the territory, known throughout the world for its glorious sporting past, but which also looks to a future as a protagonist," explains Enrico Moretti Polegato, president of Diadora.

An immersive experience

The use of calamine on the walls makes possible an agile and interchangeable arrangement of the display systems thanks to magnetic anchors. The sunshades on the shop windows are designed with an openwork pattern whose pattern recalls the five roundels typical of the Diadora logo, which projects light effects within the display space. The fitting rooms with backlit graphics offer the customer an immersive and enveloping experience.

Local craftsmanship know-how

Great attention was paid to the sustainability of the project, thanks to the use not only of local materials, but also of skilled craftsmen from the Cortina d'Ampezzo area, who were able to express all their know-how in working with materials typical of the area, thanks to knowledge handed down through generations.

Photos: ©Alessandro Saletta and Melania Dalle Grave - DSL Studio