The collaboration between cruna and deferrari+modesti studio is consolidated with the realization of the first flagship store of the vicenza-based clothing brand in como. The new cruna store, is located in the historic center of como, in a lively shopping street close to the lake, a crossroads of passers-by and tourists.
The project involves the first two floors of corner building, facing the street through large windows on the ground floor and french doors with small balconies on the two floors above. Here the DEFERRARI+MODESTI studio of Javier Deferrari and Lavinia Modesti carries forward and consolidates the concept for Cruna’s retail spaces. After the realization of several pop-ups and soft corners for the department stores of Rinascente Florence, Rome, Turin, Catania and Cagliari, the design of the new Flagship Store in Como affirms and defines in an articulated context the identity of the brand.
A space with a contemporary language, refined and essential, characterized by the use of neutral colors for the architectural envelope. The welcoming layout chooses the use of natural essences, neutral tones and travertine, measured color accents are useful to distinguish the women’s and men’s sections. The intervention starts from the study of space distribution and internal circulation, the new store houses the women’s collection on the ground floor, while the second floor is dedicated to men’s fashion. The design takes advantage of the irregular shapes of the floor plan to carve out seating areas with seating and the fitting rooms.
On the ground floor are two rooms dedicated to women’s fashion, the sales area characterized by travertine-covered counter and a seating area that welcomes customers. On the second floor, men’s fashion is divided into two rooms, one of which is set up with a lounge area and display of clothes along the main wall, and the other includes a small tailor’s shop to meet custom needs and tell the story of Cruna’s artisanal supply chain processes.
The arrangement works in the space through the inclusion of devices declined according to a single formal language, consisting of burnished bronze frames and walnut shelves and drawers. The fabric wall covering, of neutral colors, unifies the space and envelops the visitor while the wooden paneling, like wings in the space, rhythm the space, accommodating mirrors and dilating the perception of space. The floor, walls and staircase are butter-colored to emphasize a unique, neutral, warm-colored envelope.
The lounges are set up with lounge seating of various types set up on carpets, creating an informal yet at the same time curated, cozy and refined atmosphere in keeping with the brand. Dressing rooms, designed as semicircular volumes, mark the space and characterize it with an accent of color that becomes the protagonist of the space. The storefronts make use of panel curtains made of lightweight fabric, which work as display bottoms, allowing both the passage of light and at the same time also an overall view of the store to those looking at the window.
Team:
Project designers: DEFERRARI+MODESTI - Javier Deferrari, Lavinia Modesti
Collaborators: Oliviero Martini, Sara Panchetti
Client: CRUNA s.r.l.
Photography: Anna Positano and Gaia Cambiaggi | Studio Campo
