vibrant metal sheeting and patterned tapestries adorn store by migliore+servetto in rome’s colosseum

Migliore+Servetto designs new Electa Bookshop in Colosseo

Milan-based firm Migliore+Servetto designs a new format store for Electa bookshops, by creating new spaces for culture and encounter in Italy, within four extraordinary locations of the Colosseum Archaeological Park in Rome (Colosseum First Gallery, Second Gallery, San Gregorio al Palatino, and Clivo Palatino), and in Venice, in the spaces of the Biennale. Beyond its function as a sales space, the bookstore aims to become a narrative terrain, nurturing discovery, memory, and cultural growth, all while harmonizing with the distinctive architectural backdrop.

Incorporating a meticulously designed furniture system, characterized by light hues and transparent micro-perforated metal sheeting, Migliore+Servetto instills a unified essence across the interventions. Each store, however, boasts individuality through precise color variations, imparting a distinct identity to every space. These colors include sulphurous yellow for Colosseum First Gallery, scarlet red for Colosseum Second Gallery, green celadon for San Gregorio al Palatino, and yellow cadmium for Clivo Palatino. The Clivo Palatino store is nestled within a newly constructed lower volume, and distinguished by a commanding ribbon window overlooking the Archaeological Park. A series of ad hoc bases placed under the windows. Mobile towers enhance the exhibition space and set up the showcase in a versatile and light way, in a continuous addition of perspectives, ensuring views of the surrounding landscape.

bookstore design centers around the showcased products 

The new bookshop reinvention by Migliore+Servetto proposes a system of light furniture units integrated with the exhibits and the monumental context of the space. The setup transcends conventionality, embracing flexibility, interchangeability, and diversified interpretation. The spatial arrangement centers around five pivotal elements; wall display units, focused product presentations, double-sided central fixtures, thematic islands, and a checkout area.

The characteristic of the frame motif unifies the murals and islands, serving both as a backdrop and a supporting structure for the showcased merchandise. The frame element works synergistically with the product display, appearing as a repeated sign, juxtaposed according to the needs of the goods. The new spaces, conceived with the visitor’s circulation in mind, resemble contemporary ‘Wunderkammers’ (Cabinet of curiosities), evoking wander amidst the curated selection of texts and objects proposed by Electa. Beyond its function as a sales space, the bookshop thus becomes a narrative landscape, fostering discovery and cultural growth within the rich architectural context.

The project to redesign the Electa bookshop in Rome follows a series of timely interventions to renew the Electa bookshop in the spaces of the Venice Biennale (Cà Giustinian and Corderie), inaugurated on the occasion of the 59th International Art Exhibition, and at the Lido for the temporary store for the 79th edition of the International Film Festival.

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project info:

name: Electa Bookshop Colosseo
architect: Migliore+Servetto | @miglioreservetto

location: Rome, Italy

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