Via dei Calzaiuoli in the heart of Florence is where the new Graziella Braccialini store opened as a symbol of the maison born from the union between the art of leather goods of the Florentine company Braccialini and the fine goldsmiths of Arezzo Graziella Holding.
The project, implemented in record time, is signed by architect Emanuele Svetti, who created a modern store ready to face new challenges of the multi-channel approach.
The Florence space is spread over two floors for a total of 200 square meters (130 square meters of commercial area) with a large window on the street.
Going up to the first floor, one is struck by the presence of a totemic-shaped display element, composed of overlapping gaming dice taking the customer into a fairytale experience, which continues entering the adjoining room, where a chessboard molds on the vault, letting some pieces fall, following the curvilinear line of the vault itself.
It is a gigantic top, the one that stands out in the center of the “Themes by Braccialini” room: in this sort of “magic box” the space has been made multidimensional using two mirror surfaces positioned opposite each other, and in particular in this case the ceiling and the floor create this atmosphere of “oblivion”.
White celebrates Braccialini’s handcrafted product, which lives of its own color; from a technical point of view, all the walls have been smoothed and integrated with water-based satin enamel, on which special “wraps” in opaque black tape have been applied, which create the idea of entering the room on the viewer; a three-dimensional model so, on the pure and refined white of the “box”, “decisive and ferocious” lines are drawn to generate exhibition spaces with niches, shelves and portholes that, through the use of light, becoming points of attraction and attention for the customer within the store.
The staircase that serves the two floors of the store was one of the crucial items of the store: the studio worked on light as an attracting element, first creating a sort of “light gallery”, ethereal, which takes the client inside and begins to “tell” a story with a neon outlining the words “where the magic happens”, which then became the claim of the newly opened store.
Works were carried out and coordinated by Marchi Interior, a Modena-based company specialized in the realization of turnkey projects, which made it easy to create furnishing accessories designed by studio Svetti specifically for the Florentine flagship such as: the “dama” poufs , the dice-shaped elements, which become seats and displays depending on the size, the Carousel that stands out in the center of the store, the metal hangers and the counters for the sale and display of the product.
The result is a space of “magical game”, in tune with Graziella Braccialini’s style.
