Store Lanerossi, Milano | Claudia Campone

Thirtyone Design + Management, a design studio founded by Claudia Campone, starts its collaboration with Lanerossi. The occasion is the presentation of the retail project of the Lanerossi brand's new store in Milan, in the Brera district. 

The exhibition concept is inspired by the company's founding characters, heritage manufacturing and cutting-edge technologies, which are told through a design in which shapes, color and matter dialogue. 

The exhibition space becomes an architectural box on which is enacted a work of reduction and removal, highlighting the pure volumes that reveal its rationalist: the large room on the ground floor houses the collections of blankets, plaids and pillows, while the mezzanine accommodates a meeting area. An iconic spiral staircase, recalling the image of a blue thread on a spool, connects the two areas, becoming the protagonist of the company's narrative.

“The aesthetic and metaphorical consonance between line and filament - between graphic and textile textures - determined the choice of thread, the elementary unit of Lanerossi textile production, as the predominant and characterizing theme of the environment: a fil-bleu, with cobalt nuances, that binds the entire retail experience. Unraveling from the staircase body, it invades the walls drawing the iconic “R” of the brand and intersecting the blankets displayed like works of art", says Claudia Campone.

The introduction of cobalt blue, which, starting in the late 1800s, revolutionized practices art in a democratic and avant-garde way, brings back the same disruptive charge with which Lanerossi contributed innovatively in the industrial context.

The entire color palette proposed for the project includes shades inspired by the territory Vicenza area and the company, including Nanto stone and shades traceable to the bricks of the industrial buildings of Schio's early factories. Earth colors dialogue with blue in a strong chromatic contrast designed to give vibrancy to the space.

The opening to the outside, by means of large windows, gives natural light that is precious to the environment and invites passersby to discover the Lanerossi world. The themes of interweaving and bonding, intrinsic symbols of the brand, thus take shape in the store by telling tradition and the value of experience with an eye to the future.

Rome, October 20, 2022

Project: Lanerossi Store
Project Years: 2022
Location: Milan
Client: @Lanerossi

Concept Design + Project Management by: @Thirtyonedesign

Photographer: @Simona Pesarini