The Cool Hunter, Roaming the globe so you're in the know
TAG: Milan
These items have all been tagged with the tag "Milan", You can see other tags in the Tag Cloud
March 30 2009
Giorgio Borruso Design of Marina Del Rey, California, designed the new airy and fluid headquarters for Milano’s Fornari SpA (Fornari Group).
Located in the Navigli section of Milan, the 35,000 square-foot building was converted from the historic porcelain workshop of the centuries-old Richard Ginori brand.
The Fornari family’s road to fashion fame started in the mid 1940s from footwear manufacturing. It entered the fashion apparel business in 1998 and has since flourished in other fashion, design and lifestyle brands, including the Fornarina fashion concept stores across Europe and the U.S.
The main entrance of the headquarters on Via Morimondo opens to a space lit by color-changing LED lights that seems to suck the visitor gently into the reception area. The open space is flexible, airy and fluid with rounded corners, curved edges, transparent partitions and unexpected waves of color. The hard and exposed concrete floors and steel structure contrast beautifully with the wavy feel of the new walls, partitions and staircase.
There is also a slight, vertigo-inducing sense of controlled imbalance, of not being completely sure what is floor, what is ceiling and what is wall. This was the intention of Giorgio Borruso designers describing the result as “Giving the illusion that there is no gravitational force; that you can walk on any surface; you can rotate the system ninety degrees, and it still works.”
The Italian architect and designer Giorgio Borruso is known for experimenting with and testing the boundaries of form, shape and structure throughout his career. He has won awards for product design, retail design, architecture and interior design. His famous retail work includes the tortellini-shaped shoe fixtures for Fornarina and the cocoon-like fitting rooms for Miss Sixty. - Tuija Seipell
August 7 2009
From August 5 to September 30, the cutely nostalgic Fiat 500 C, unveiled in February, appears on Milan’s world-famous fashion street, Montenapoleone, in an unexpected role. Exactly 20 fiberglass replicas, precisely the same size and shape as the little Fiat, have become planters for real trees of various shapes. The happening, called “Per fare un albero” (Create a tree), is a cooperative effort between the City of Milan, Fiat, and artist-designer Fabio Novembre. In Novembre’s words, his solution to merge into one object trees and cars, two elements always vying for urban space, is a “symbol of a new way of living.” According to Fiat’s spokespeople, Fiat 500 C’s cheerful, friendly, innovative and eco-friendly character is a perfect fit for such an undertaking. - Tuija Seipell
Our world is full of noise, coming from every angle. Consumers have seen it all before, creating an unprecdented challenge to marketers.
It’s not enough just to be noticed. To rise above the clutter brands need to be extraordinary in every way. Extraordinary is the new ordinary; a mandatory requirement in a globaiised world where consumers are savvier, better educated and more connected than ever before.
Over the last five years The Cool Hunter has sought out the extraordinary and these finds have been a source of inspiration for hundreds of thousands of readers. But what you see on the site is only the tip of the proverbial iceberg as we don't always give away content for free. For hundreds of examples of innovative brand communications - from guerilla marketing through to environmental and outdoor - visit our consulting arm The Cool Hunter Platinum.
