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CORAZZA FROM ITALY CONCEPT STORE Art director: Marino Corazza Designers: Francesco Steccanella, Giovanna Astolfo This concept is developed for: HANGZHOU LIWEI CO. LTD. Hangzhou, China CHIROS INDUSTRIE ABBIGLIAMENTO S.R.L. Italia

The copy and/or the use of any part of this project will be prosecuted under the international and European Community law on Šcopyright September 2012 Printed in Venice, IT


PHILOSOPHY A concept store based on the idea of flexibility

The contemporary stores are not only stores, but spaces with a mix of use. For this reason they must be based on the idea of flexibility, being adaptable to different programs and for various events. The prototype that we present can be adapted to different spaces, such as a wide open space, a narrow space, a L-shape space. It houses three components that can be combined/removed/adjusted: the central element (four walls with niches), the peripheral element (cabinets and sliding shelves) and the rollaway cubes on wheels. The “cubes” can be completely removed and stocked in the warehouse, when a major event will take place (such a presentation of the new collection that request a wide open space); the “sliding shelves” can be adjusted to exhibit garments with different size. The “carved walls” can not be removed or slided because they have the main function of separating the sections of the store: the luxury brand area, the Italian frashion brand area and the small bar.


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1. MAIN ENTRANCE 2. SHOWCASE WITH REMOVABLE PANELS 3. STRUCTURE 4. LUXURY BRAND AREA 5. ITALIAN FASHION BRAND 6. ITALIAN BAR AREA 7. DRESSING ROOMS 8. WAREHOUSE 9. THE CARVED WALLS: CENTRAL EXHIBITOR 10. THE SLIDING SHELVES 11. THE CUBES 12. MIRROR PANEL

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THE BRAND COMPONENTS


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THE CARVED SCULPTURE Exhibitor with niches variable size coated gray steel niches lit from within

The carved sculpture is a free-assembled and not-modular exhibitor with niches, made of particle board structure, coated in gray steel. It can be adapted to spaces different in shape and size, such as rectangular, L-shaped or long and narrow spaces. The elements can be placed in the center of the space in order to divide it as well as they can be placed against a wall in order to hide the dressing rooms or the warehouse in between. In this project the carved sculpture is placed in the center of the space in order to divide it into three, following the program. The program requested to create three sections: one for the luxury brand, one for the Italian fashion brand and one for the bar. The carved sculpture also hides the dressing rooms and the warehouse on the bottom. suitable for:

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Italian fashion brand luxury brand the size of the niche is suitable for jackets/blazers empty space between the walls chipboard structure gray steel panel opaque glass panel niche with particle board structure, coated in gray steel, lit from above

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BAR AREA A small space where one can relax and try the warm taste of a cup of Italian Illy coffee. Eventually one can also choose between a selection of the best Italian wines.

ITALIAN FASHION BRAND A wide open space where one can find the newest Italian fashion brands. The horizontal cut that is carved into the wall can house jackets, blazers, jeans, tshirts..as well as books, reviews and design objects when the space of the store is set for events

LUXURY BRAND An intimate space where one can find his favourite luxury brands. The niches that are carved in the walls can house jackets as well as accessories (shoes, belts, sunglasses..) due to their variable size 16


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1 The exhibitor is placed in the center of the space and divide it into 4 spaces.

2 The exhibitor is placed against the wall, in order to hide the dressing rooms and warehouse. Suitable for narrow and L-shape spaces.

3 The exhibitor is placed in the center of the space and it hides the dressing rooms. Suitable wide open spaces.

4 The exhibitor is placed in the center of the space and it hides the dressing rooms. Suitable wide open spaces.

5 The exhibitor is placed in the center, it hides the dressing rooms. The difference between this solution and the previous one, is the possibility to cross the exhibitor.

6 The exhibitors are placed in order to define a central core (with the dressing rooms); suitable for any space.

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THE CUBES Exhibitors 110x110 cm height 110 cm, 55 cm, 160 cm white steel

The cubes are rollaway exhibitors on wheels, with size of 110x110x110 cm, made of white painted 2mm thick steel. Each cube can be assembled in three different ways and eventually stacked. The first assemblage (the T-structure is joined with two walls and a dresshanger) allows to hang jackets/blazers; the second assemblage (the Tstructure is joined with four shelves) allows to show tshirts/jeans. The third assemblage presents the cube completely closed, with four walls.

suitable for:

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STACKING/CUBE

SUPER/CUBE

SOFT/CUBE

LAYERING/CUBE

HANGING/CUBE

steel panel painted white cm 110x110

steel panel painted white cm 110x55

steel panel painted white cm 110x109

steel panel painted white cm 110x110

dresshanger in transparent metacrylate

steel panel painted white cm 110x109

LAYERING/CUBE

HANGING/CUBE

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THE SLIDING SHELVES modular wall exhibitor 106x70 cm height 380 cm inside: coated white steel outside: coated grey steel

The sliding shelf is a modular wall exhibitor of 106x70x3800 cm made of chipboard structure, coated in gray and white steel. The lower part is extremely flexible, as shown, while the upper part is less flexible and it can be use to stock.

suitable for:

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1 The lower part is extremely flexible, it can be completely hided by a sliding door; it can be completely open to hang big coats.

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2 It can be divided into four parts inserting three shelves, as well as only one or two.

3 One of these shelves is larger and it contains the led light system and is coated with a glass panel. Each shelf is removable and sliding.


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MODULAR COMPONENTS

CLOSED WARDROBE

OPEN WARDROBE

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chipboard structure

chipboard door gray steel panel

white steel shelf with led light system inside sliding door track dresshanger in transparent metacrylate sliding shelf in opaque glass white steel panel sliding shelf track white steel shelf with led light system inside sliding shelf track sliding shelf in opaque glass gray steel sliding door white steel panel chipboard structure gray steel panel

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VIEW OF THE FALSE CEILING

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inclined plate lighting stripe inclined plate

planar plate lighting stripe planar plate

inclined plate

lighting flap inclined plate

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THE SCENES


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SCENE/1 The project is formed of modular, removable and adjustable units in order to accommodate different needs. In the first solution the left side, dedicated to luxury brand, works normally as a store, while the right side is completely open to make way for particular events. In this solution, the “cubes” are moved in the warehouse and the “sliding shelves” are completely closed. While the showcase is completely freed from panels and mannequins in order to let visitors see inside. The mirror on the bottom can be use as a screen to project videos.


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SCENE/2 In the second solution the left side, dedicated to luxury brand, works normally as a store, filled with the “cubes” and with the “sliding shelves” open to exhibit jackets, blazers,etc The right side is again completely open to make way for particular events, such as a film festival or a presentation of a new collection, of a new book, etc. In this case the right side of the store is filled with “soft cubes” to let visitors sit down, rest or watch the projection, the presentation, etc. While the showcase is set up to publicize the event within


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SCENE/3 In the third solution both the right and the left side, dedicated to luxury and Italian fashion brand, work normally as a store, filled with the “cubes” and with the “sliding shelves” open to exhibit jackets, blazers,etc. On the bottom, the “bar area” is open for the clients that want to rest, relax and have a cup of Italian Illy coffee. They can also choose between a selection of Italian wines (from Tuscany, Sicily or Piemonte..) The showcase is set up to show the new collection of the luxury and Italian fashion brand.


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SCENE/4 In the fourth solution the right and the left side still work normally as a store, filled with the “cubes” and with the “sliding shelves” open to exhibit jackets, blazers,etc. In this solution the “cubes” are moved to perform a different coreography in the space, and eventually can be used in the showcase together with the sliding panels.


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MARINO CORAZZA Art director

Art director of the project, proposes a selection of products of intrinsic value; innovative garments with highly refined, high quality accessories, to put into a laboratory of ideas and inspiration to create new styles and languages. A laboratory of ideas which spring from a deep understanding of this sector matured over the many years of business success due to an enduring close working relationship with all of the principle partner companies.

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FRANCESCO STECCANELLA Designer

Architect, based in Portogruaro, Venice. At present he works on national and international projects for the recovery and reuse of existing buildings, urban regeneration, interior design and design. His work has been published in several national and international architecture magazines. His latest works are published in the 2011 edition of the “Linea GiArch”, UTET Scienze Tecniche® In 2009 his project “Up_Peso” for the Marmomacc fair, Verona, was mentioned in the award “Menzione d’Onore Premio Compasso d’Oro ADI XXII edizione-2011”. He graduated at IUAV, Venice, in 1998; after graduation he collaborated to several Design courses and workshops at IUAV, Venice. In 2011 he is Ph.D in Architecture with thesis “Cape Town, metropolitan pragmatism post-apartheid - Urban strategy for overcoming separation”. Since 2011 he is Adjunct Professor of Interior Design at the School of Architecture, University of Udine francesco@ francescosteccanella.it 132


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GIOVANNA ASTOLFO Designer

Architect, graduated at IUAV, Venice, in 2006. In 2007, after the license exam, became a registered architect. Since 2008 is architect at Francesco Steccanella and Geko’s Architetti, Portogruaro, Venice, working on national and international projects of interior design; in 2011/2012 was architect at Ciruzzistudio, Treviso, working on the recovery and reuse of existing buildings in Italian hystorical cities. In 2007 started the PH.D. program at the School of Architecture, University of Udine, with the research “Declination of density in medium sized city”. The research was focused in the relationship between density and the sustainable development of medium sized cities in Europe. From July 19, 2010, is Ph.D. in Civil and Environmental Engineering and Architecture. From the graduation to the present day is teaching assistant in many Design courses and workshops at the University of Udine, focusing on urban regeneration, reuse of abandoned areas in medium and large cities, temporary housing. At the moment collaborates to several researches concerning the same topics. giovanna.astolfo@gmail.com 134



Corazza from italy