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Imarika <\/b>\u00e8 uno dei pi\u00f9 famosi negozi multibrand di moda femminile a Milano, situato nel distretto di Porta Venezia: di recente la boutique di 180 metri quadri \u00e8 stata rinnovata e ampliata<\/b> in modo da creare un nuovo paesaggio architettonico, prendendo ispirazione dall\u2019esperienza degli storici negozi Olivetti.<\/p>\n

Gli architetti Andrea Marcante e Adelaide Testa di studio Marcante-Testa<\/b> hanno ridisegnato attentamente lo spazio, valorizzandolo con elementi architettonici che possiedono una chiara e precisa identit\u00e0 formale e funzionale.<\/p>\n

Il negozio \u00e8 diviso da una struttura angolare in legno rivestita in intonaco di argilla<\/b> che articola le differenti aree espositive e diventa essa stessa supporto espositivo (sia per le vetrine sia per l\u2019interno del negozio) dove disporre scarpe, borse e accessori; un\u2019altra micro architettura, anch\u2019essa rivestita in intonaco di argilla, ospita i camerini.<\/p>\n

L\u2019orizzontalit\u00e0 degli espositori \u00e8 controbilanciata da un sistema a “puntoni” in tubo di rame con inserti in passamaneria <\/b>che supportano le barre appenderie e dirigono lo sguardo verso il soffitto decorato.<\/p>\n

Inoltre, l’illuminazione dall’alto diventa parte intrinseca del decoro in gesso<\/b> che trasforma il soffitto in una sorta di tappeto capovolto<\/b>; d\u2019altro canto, la grande armadiatura in plexiglass e i lampadari disegnati su misura <\/b>contribuiscono a suggerire quella dimensione domestica che costituisce il medium tra il prodotto e il suo pubblico.<\/p>\n

Infine, l’espressione formale e la ricerca sui materiali<\/b>, dalle argille alla radica rosa usata negli espositori esagonali e nel banco cassa fino all\u2019uso del laminato bianco lucido, del plexiglass e del rame unito alla passamaneria, non interferiscono con l’involucro architettonico ma creano un nuovo scenario<\/b>: un approccio che evoca proprio lo spirito dei negozi Olivetti <\/b>progettati da Franco Albini, BBPR e altri tra gli anni Trenta e gli anni Cinquanta.<\/p>\n

Un\u2019ispirazione vintage per un negozio iper contemporaneo.<\/p>\n

Fotografie di Carola Ripamonti.<\/em><\/p>\n<\/div>\n

<\/p>\n