A new store idea: a place where the various languages of the decorative lighting collections of FontanaArte are presented as in the Commedia dell’Arte.
The historic Italian brand reinvents the space at Corso Monforte 13, divided between ‘on stage’ and ‘backstage.’
Francesco Librizzi, the new art director of FontanaArte, has developed the idea of a paper world – a typical theater technique – applying it to the flagship store which becomes a modular stage to be programmed for every act, every change of setting.
The new theatrical approach brings together the latest creations with the icons of great masters working with this Milan-based hotbed of ideas created by Gio Ponti in 1932.
The main setting is the home, an interpretation of domestic lighting: intimate, effective, ethereal.
The floors and ceilings offer erudite citations: the marmoleum with which Ponti experimented in the 1950s, in colorful diamonds inspired by theatrical costumes.
The first act features the new capsule collections Equatore, designed by Oscar & Gabriele Buratti, and Setareh by Francesco Librizzi.
The ‘stage’ space is a work in progress: the lamps of FontanaArte enact a constantly changing performance for their audience.