ARCHMARATHON
LECTURE
EXHIBITION
WORKSHOP
MASTERCLASS
HAPPENING

MASTERCLASS

Architecture – among the many roles it plays – has also become a privileged tool to give substance to corporate values, transferring symbols and meanings from the product to the space where it is displayed. The fashion system therefore needs architects able to design fashion places, taking into account different aspects such as the urban context of insertion, the different cultural sensibilities and the management and commercial dynamics. Here the feeling of beauty, of harmony, is associated with experimentation, experimental creativity.
During the Masterclass dedicated to Fashion Architecture, three great protagonists with important experiences in the field, will give voice to their personal way of interpreting this delicate and interesting topic.

STORES THAT TELL STORIES

ONLINE VERSUS OFFLINE

The rise of e-commerce has disrupted the retail industry. As fashion stores are more than
ever not just a place to make purchases, but to experience the brand legacy as well as to
touch and feel the products, architects are called to create spaces able to tell unique
compelling stories.

THE GOLD BALANCE

A successful concept store reflects the balance between different and apparently not
always converging elements: creativity, excellence, ability to make people dream about
it, cost control. Retail spaces are designed to contribute to the creation of wealth, both
directly and indirectly.
As a result, their design cannot ignore rigorous cost control.
The goal to pursue is a project that expresses “Timeless Design”, a space that evokes
amazement and wonder over time.

HUNTING FOR UNIQUENESS

Architect Pironi will share an overview of the most inspiring fashion retail design spaces
worldwide.

ARCHITECTURE & FASHION

Fashion architectural spaces are constantly evolving and changing in coordination with Brand’s different heritages and personalities.
Architecture and Fashion share similar conceptual backgrounds: they both are inspired by art, science and technology, both are communication vehicles, both are based on structure, shape, and on the interpretation of the “ornament”. Both are influenced by the surrounding society with all its different layers and complexity.
The spaces we create for fashion are connected to this understanding being the “live” places where Fashion, Design and Architecture meet and coexist harmonically having similar conceptual backgrounds.
We try to create a balanced environment where Fashion is displayed in an architectural context that is not competing or interfering with the displayed product. The architecture should play as a silent stage and perfect showcase that contributes to the understanding of the product and its message.
Behind every Fashion Concept Design there is always a very meticulous work of study and analysis of the products and collections to be displayed together with a deep understanding of where the brand is going In terms of communication and personality.
Our approach is multidisciplinary, unconventional and contaminated by our experiences in other fields and everything that surrounds us, creating spaces and experiences that are always different and unique.

Role of the Architect in Fashion Business

My collaborations in the world of fashion have led me to understand how important all the spaces dedicated to the creation and distribution of a collection are for the success and the development of a brand.

The experience with Moschino has been extremely important to this end: with the brand, we created a pervasive aesthetic that follows the collection from the showroom to the boutiques, thus creating an experience that from the buyer moves on uninterrupted to the customer.

The long collaboration with MSGM has been of great interest: once the brand moved from the headquarters we designed and built for it, the space was transformed into an eminent contemporary art gallery.

Similarly, work with Emilio Pucci gave us the opportunity to imagine and create a completely new workspace concept.