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12-20/05/2014 exhibition at the Urban Center Milan
08/12/2013 masstudio strikes again: 2nd prize!
17 via Terraggio 20123 milano
ph. fax +39 02 36744735
by date
bovisami universal market
milan italy
commercial, interior design
Universal Market, a Bolognese fashion house, chose to set up its first Milanese atelier in what can be considered a revolutionary location according to local fashion canons. A process of re-transformation of an entire district on the north side of Milan is in act which started with a new university (Politecnico di Milano, Faculty of Architecture, Engineering and Industrial Design) and includes the "non-architecture" of the new Triennale cultural center. In a neighborhood which was once a symbolic place of industrial development turned into a depressed suburb the store finds itself in the heart of Bovisa on the corner of one of the principal streets leading to the train station.
The choice of location, with  regards to the district and the premises is based on the idea of moving further out from the "out of the fashion district". The new functions are part of an urban fabric that is not always convertible. Therefore it contaminates the existing, as in the case of "windows" that encircle the front elevation as if it were a new dress. The interior, what was once a typical basement, becomes a pure white  place, ready to receive the displayed objects. Iron ore, white surfaces, indirect light and ... nothing more.
program commercial space, interior and exterior renovation and custom furnishing
design 2008
execution 2009
client bovisaMi sas
design team Chiara Martini, Lorenzo Rossetti, Simone Colombo
construction Vetreria Pallone, Falegnameria Galli, FPM Carpenteria metallica

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