A cura di / Editorial by: Gjlla Giani, Milena Dani Sansugaro, Nicoletta De Biasi
Via della Spiga, in qualità di ‘strada della moda’, rappresenta una tappa fondamentale per gli stilisti e la loro immagine. Possedere una vetrina in una delle vie più prestigiose di Milano esprime, infatti, una strategia commerciale, un’azione di marketing. Le vetrine sono passerelle permanenti e le vie della moda diventano attrazioni turistiche segnalate anche sulle guide. Il rinnovamento progettuale, comunque, ha spesso mantenuto la muratura dei riquadri delle vetrine delle antiche botteghe, mentre l’effetto di intimità e di quiete che l’ha sempre caratterizzata rimane inalterato. Qui i migliori studi di architettura nazionali e internazionali, gareggiano nel proporre le migliori soluzioni progettuali, come una vetrina en plein air di pezzi unici da prendere a modello. La finalità della rivista, dunque, è quella di mostrare al lettore una serie di accorgimenti architettonici, di interventi tecnologici, genialità di arredo e tocchi di poetica progettuale. Soluzioni utili sia all’architetto che debba realizzare una boutique sia a un negoziante che voglia rinnovare l’immagine del proprio locale. Milan is not only a city in which ideas proliferate and stylists display their designer clothes in art-gallery fashion. Above all, it is a city teeming with economic interests, cultural movements, lifetime opportunities, and images to remember. Milan is a place in which to experiment and measure oneself against different realities, and it has always been a fertile terrain for the world of design. As with the financial sector, the fashion business is concentrated in well-defined areas. Up until the late Seventies, Via della Spiga was a quiet road in the centre of town containing all manner of shops. The area was then ‘occupied’ by the industry of luxury, including the inner courtyards and adjacent streets, until, slowly but surely, it turned into the well-known Quadrilatero, representing a model of style for the entire world. Via della Spiga , in its role as ‘fashion street’, represents a fundamental stopping place for designers to convey their image. Owning a shop window on one of Milan’s most prestigious streets represents an out-and-out marketing strategy. Shop windows become permanent catwalks, and fashion streets turn into tourist attractions mentioned in guide-books. Any renewal of design, however, has generally maintained the border masonry of the windows of the old shops, and the effect of intimacy and calm by which this has always been characterised has remained unaltered. Here, leading national and international architectural studios compete to proffer the best designs, such as an outdoor shop window of unique pieces to imitate. This magazine wants to introduce the reader to a series of architectural features, technological operations, ingenious furniture, and poetry of design. The solutions will prove useful both for the architect who has to design a boutique, and for the shop owner who wants to renew the image of his store.
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