For over three decades, Bolognese brand WP Lavori in corso has created an aesthetic model that has influenced the way of understanding clothing, both in Italy and abroad, giving space to brands that share values, that are the engine of their search. Its stores bring together fashion and functionality, offering clothes, accessories but also design, art, photography and books. And the new showroom in via Borgogna in Milan, this eclectic and multicultural philosophy already communicates it from the street.
In a society that goes faster and faster and that pays less and less attention to what surrounds it, the external image of the store has a strong impact and attractiveness, in Milan as in any other urban context: a vivid full-height fluo tartan welcomes – and enlightens – customers.
The concept behind the definition of WP spaces is the identification of a common thread between the different philosophies of the brands. The stores are characterized by a subtle game of cross-references: from outdoor sports to catwalks (fashion shows but also industrial spaces) to the theme of the changing room and outdoor culture, from tartan that returns in different declinations to natural, wooden or completely green surfaces.
The space extends over approximately 225 square meters arranged on two levels communicating by means of an imposing but light staircase, in a game of joints and visual references. The project follows clear lines of effectiveness and clarity for the display environments. Effectiveness for the ease of moving the elements, clarity because the furniture helps the division of spaces dedicated to different brands. There are also elements designed ad hoc, such as the large green fabric wall that immerses the visitor in a climbing forest of mosses, plants and lichens: a perfect synthesis between craftsmanship and nature, or the long candlestick designed and produced by Jacopo Foggini, which raises the bar in terms of style and elegance. All these elements give life to an exclusive space, perfectly in line with the philosophy of the brand.
The materials and furnishings chosen give personality to the entire project. If the exterior is illuminated by ledwall bands that intersect to create patterns of bright colors, in the internal lighting system, the precise discretion of the Flos systems stands out, inserted in a ceiling decoration, rigorously white, with a geometric pattern that recalls – here too – the tartan. Various collections in Lea Ceramiche stoneware were used for the flooring, while the texture of the carpet is inspired by the jacket of the Baracuta brand.