domestic elements transform into product displays within voga di sopra store in italy

the design repurposes traditional residential features like the fireplace, dining table, and living room furniture into unique product displays.

Matteo Tronti edited by sofia lekka angelopoulou July 3, 2024 4 min

Matteo Tronti Architetto infuses retail with domestic elements

In his Voga Di Sopra store design, Matteo Tronti Architetto expands a retail space in Arezzo, Italy, to include the residential area above it. The project links the street-level retail area to the intimate, domestic atmosphere of the upper floor. Rooms on both levels share a common design matrix while retaining their unique characteristics. The studio repurposes traditional domestic elements into a new retail experience. Features like the fireplace, dining table, and living room furniture are reimagined as unique product displays. The space is accessible by both an elevator and a spiral staircase, featuring high ceilings and casement windows reminiscent of old town residences. The goal is to maintain a domestic feel while exploring the expressive potential of an apartment type within a contemporary retail context.

domestic elements transform into product displays within voga di sopra store in italy - 1 — all images by Omar Golli

Voga Di Sopra store features terrazzo tile flooring

This project translates the vision of its two clients, blending the aesthetics of their countries, Italy and Sweden. This transformation by Matteo Tronti Architetto is guided by a series of actions, or Components, that emphasize the hierarchical relationship and interdependence between various elements. The global design studio’s first step involves adjusting the flow and space based on functionality, creating large openings in load-bearing walls to redefine passages. Existing service areas become the distribution block and fitting room, highlighted by wood and steel materials that contrast with the original finishes. The second Component focuses on the terrazzo tile floors, present in each room with slight variations in tone and decoration. When abstracted to their pure geometry, these tiles help decode the space and guide the design of subsequent components.

domestic elements transform into product displays within voga di sopra store in italy - 2 — the street-level retail area blends with the intimate, domestic atmosphere of the upper floor

design details and consistent height shape Italian retail store

A crucial design action is establishing a consistent reference height at the highest window soffits (3.20 m), balancing and harmonizing the spaces. Features like the suspension light system, large portals, and the fireplace wall are aligned with this height, creating a cohesive visual flow throughout the space. Finally, the showroom incorporates both fixed and movable fixtures. Fixed elements, such as perimeter hanging rails, shelves, the fireplace wall, and pivoting mirrors, are integrated into the existing store using a 20×20 grid based on the terrazzo tiles. Movable fixtures, designed with the NM3 design agency, are made of ultra-polished steel that reflects and dematerializes their volume, overlaying the terrazzo texture. Inspired by the early 1900s French school of design, these fixtures balance functionalism and aesthetics, aligning with the project’s overall design intent.

domestic elements transform into product displays within voga di sopra store in italy - 3 — a red spiral staircase leads to the first floor

domestic elements transform into product displays within voga di sopra store in italy - 4 — terrazzo tile floors are present in each room

domestic elements transform into product displays within voga di sopra store in italy - 5 — exploring the expressive potential of an apartment type within a contemporary retail context

domestic elements transform into product displays within voga di sopra store in italy - 6 — features like the fireplace, dining table, and living room furniture are reimagined as unique product displays

domestic-elements-product-displays-italian-retail-matteo-tronti-architetto-designboom-1800-02 — domestic atmosphere fills the showroom

domestic elements transform into product displays within voga di sopra store in italy - 7 — stainless steel and 20×20 tiles, locally produced in Tuscany, clad the sculptural element.

domestic elements transform into product displays within voga di sopra store in italy - 8 — fitting rooms feature carpet on the floor and part of the walls

domestic-elements-product-displays-italian-retail-matteo-tronti-architetto-designboom-1800-01 — maintaining the domestic feel is the main goal of the project

domestic elements transform into product displays within voga di sopra store in italy - 9 — passages are clad with walnut veneer

domestic-elements-product-displays-italian-retail-matteo-tronti-architetto-designboom-1800 — large openings in load-bearing walls redefine passages

this transformation by Matteo Tronti Architetto is guided by a series of actions high ceilings and casement windows remind of old town residences existing service areas become the distribution block and fitting room highlighted by wood and steel materials the passages contrast with the original finishes when abstracted to their pure geometry, the terrazzo tiles help decode the space a crucial design action is establishing a consistent reference height at the highest window soffits elements like the suspension light system, large portals, and the fireplace wall are aligned with this height the design incorporates both fixed and movable fixtures

project info:

name: Voga Di Sopra
architect: Matteo Tronti Architetto | @matteotronti_a
client: Voga | @vogashop
location: Arezzo, Italy
photographer: Omar Golli | @omargolli

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