Milano Report December 2017 CONTENTS * Project 1: Garage Italia * Project 2: Woolrich store
1. Garage Italia Project Overview A new life after years of decay and neglect has been given to the old and legendary ex gas station, achieved in 1951 by architect Mario Bacciocchi as a space shuttle. Milanese architect Mario de Lucchi has been charged to refurbish this iconic building in order to transform it as a garage with a bar and a Michelin star restaurant. The owner Lapo Elkann, descendant of the family Agnelli of the Fiat empire, has chosen this place to open not just a show room for customizing vehicles, but also a place to share passion, creativity, design and Italian excellence. During the opening, Lapo Elkann presenting the project explained: "I have dreamed for years past the station in Piazzale Accursio. Today the heart of this building goes back to beating. Garage Italia Customs could not have found a better home where bringing together creativity, attention to detail, advanced technology and experience. If someone comes to us with a car, a motorcycle, an airplane, a helicopter or a boat, we will make them unique: from the point of view of innovation from that of tradition. " On the ground floor, Garage Italia hosts a bar, with a cloud of more than 1100 car miniatures suspended above the tables, and the workshop; on the first floor we have the restaurant and two terraces. The interiors are characterized by a 50 s style with a touch of luxury boats finishes, as mahogany and maple wood, sofas in white and blue fabric by Cassina. In the middle of the restaurant room, the cocktail bar is placed inside a Ferrari 250 GTO chassis and an electric toy race track is hanged on the ceiling. Project Details 1. Client / Developer: Lapo Elkan 2. Type of Business: Garage / Restaurant 3. Open Date: 11/09/2017 4. Location: Viale Certosa 86, Milan 5. Size: 1700 sqm 6. Interior Designer/Architect/Artist: Michele De Lucchi
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2. Woolrich store Project Overview The oldest brand of American outdoor, founded in 1831 and whose parent company, Woolrich International, is now controlled by the Italian WP Lavori Group in Corso, opened a 700 square meter flagship store in Corso Venezia 3, in the heart of Milan. The shop, spacious and bright, is built around a series of rooms, each dedicated to different categories of products and services that guide customers to the discovery of Woolrich. The visitor passes so from the entrance, where he receives the bustle of the metropolis, the world's urban brand, to get to the end of the path to the outdoor, symbolized by a garden. The store features a minimalist décor and warm at the same time, dotted with giant screens on which images are being transmitted the shows the brand. The shop is dominated by bright colors and simple materials such as wood, glass and metal. The shelves and design hanger made of wood or steel are lightweight and functional, while some elements, such as the pillars of the building in cement or various shelves are covered with transparent glasses. The entrance is paved with large stones, suggesting a continuity with the city. This space is a sort of lounge bar, where customers can go freely to browse the newspapers, use the Internet or recharge their laptop, tasting a coffee prepared by the specialist Terzi di Bologna and discovering the museum part of the store, with various chief symbol of the company, as the shirt in red and blacks squares, produced at the beginning of the century in the famous tartan "Buffalo". Another key point of this store, a snowy cold room, the "Ice Room", which has temperatures of minus 20 degrees to allow those who want to test live the comfort and performance of their parkas. Finally, an impressive winter garden greets visitors at the end of the path. It is managed by the Green Fingers, the Japanese Satoshi Kawamoto florist specializing in green plants, arriving for the first time in Italy. "In the summer there will also be the opportunity to enjoy the outdoor garden," notes Andrea Cané. The child will have for the first time a dedicated space, characterized by a white carpet. In addition, there Woolrich wool blankets are presented, still produced in the historic brand's factory in Pennsylvania, as well as the first line of footwear produced by the Italian-American signed a joint venture with the manufacturer Marche Janus. Project Details 1. Client / Brand / Developer: Woolrich 2. Type of Business: fashion 3. Open Date: 13/11/2017 4. Location: Corso Venezia 3, Milano 5. Size: 700 sqm 6. Interior Designer/Architect/Artist: Wonderwall by Masamichi Katayama
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