/ Innovative materials and flexible solutions allow the store to change fittings and image
The project, which was awarded following a competition, has created a new concept for the shops of the well-known brand of Italian clothing to be developed in a number of flagship stores in Milan, Rome. London, Paris, Tokyo and New York and a similar system for outlets in department stores. The design system is conceived as an extension of the contents and formal and technological values of the C.P. Company, through the use of innovative materials and flexible solutions which allow for quick alterations to the shop’s fittings and image.
This is made possible by the use of Velcro strips attached to plexiglas and marine plywood, which are used as the supporting elements for the aluminium display shelves which can be easily arranged in different positions. Velcro strips are used to design the space and represent the technological innovation. The first completed examples are a number of outlets in Asian shopping malls in Shanghai, Tianjin, Daegu, in Japan and in the historic Rinascente store in Milan.