Local design firm Eligo Studios has created a captivating showroom in Milan for Italian winemaker Masciarelli Tenute Agricole. The space is led by the design unit which is coated in a burgundy tonal leather finish in the middle of the apartment-style space.
It was on Corso Magenta and the ambiance is warm and welcoming where visitors would sample the wines and experience a deeper connection with the brand's culture in a more informal setting. The studio joined the brand on a closer brief to reflect its passion for art as well. Founder of Eligo studio, Alberto Nespoli speaks to Dezeen about the design project, stating "We strongly believe that retail spaces should have a domestic, experiential and welcoming atmosphere. We look to avoid cliches and fashions and instead create a timeless aesthetic."
Image Credit: Eligo Studio
Key Themes Behind This Trend
- Experiential Showrooms
- Brands are designing showrooms that provide immersive and authentic experiences, breaking away from traditional retail environments.
- Domestic Retail Ambiance
- Retail spaces are being transformed to offer a home-like atmosphere to make customers feel more comfortable and connected to the brand.
- Art-infused Spaces
- Infusing art into retail environments adds a unique aesthetic appeal and strengthens the cultural connection between the brand and its customers.
Where This Applies
- Wine Industry
- Winemakers are leveraging thoughtfully designed spaces to provide a deeper, more personal connection with their clientele.
- Interior Design
- Design firms are creating retail environments that blur the line between commercial spaces and residential aesthetics.
- Experiential Retail
- Retailers are adopting experiential concepts to craft meaningful, memorable shopping experiences that engage customers on a personal level.
