forte_forte combines brick, yellow onyx + brass in its latest boutique in london

forte_forte combines brick, yellow onyx + brass in its latest boutique in london

following the openings of its milan and paris boutiques, italian clothing brand forte_forte has now expanded to the london market with its latest store at 108 draycott avenue, in chelsea. conceived by co-founder giada forte and robert vattilana, the brand’s creative director, the boutique comprises a succession of tactile and visual sensations within its long and narrow space, that leads from the street to an open courtyard in which the protagonist is a broadly shaped japanese maple tree. a palette of refined materials including brick, yellow onyx, brass and velvet compose the entire space, adding to the entirety of the brand’s fable while celebrating the singular uniqueness of the particular place.forte_forte combines brick, yellow onyx + brass in its latest boutique in londonall images courtesy of forte_forte



drawing from the materiality of london’s clay buildings, the forte_forte boutique in chelsea is characterized by classic brick on the walls, arranged in a pattern of delicate overhangs and recesses that creates a pixelated texture and a play of shadows, passing seamlessly from the outside to the inside. this material expanse is occasionally punctuated by inserts of gold leaf or turquoise craquelè ceramic that give a surprising touch to the visual and chromatic melody. the floors of the entire space are covered in terracota, while furnishing elements take center stage in various delicate materials. the cash desk, as well as plant pots and seating elements are made in ceppo lombardo, a stone with a composite and strongly tactile, opaque hand which is usually associated with italian rationalism, making for a contrast with the clay of the bricks.

forte_forte combines brick, yellow onyx + brass in its latest boutique in london



precious yellow onyx warms up the chromatic narrative, defining a long step that, behind the cash desk, acts as a display element. brass is the sign that recurs in the material grammar of forte_forte, a calligraphic trace that lightly draws the outline of hangers, the perimeter of the mirrors, the portholes and the silhouette of the dressing rooms, the clear geometry of the staircase suspended and hung behind the cashier desk and made of bent metallic blades. tactile materiality continues in the dressing rooms, where capitonnè velvet has been used to layer walls and floors as a boudoir but closed by almost industrial hinged doors in frosted brass.forte_forte combines brick, yellow onyx + brass in its latest boutique in london



mirror triptychs, chaise longues and armchairs with a modernist design create a welcoming atmosphere and a sense of domesticity, highlighted by the luxuriant and exotic alocasia and monstera plants, by the modulated ceiling that filters the light. slight artistic presences, as accumulated during travels, include two small sea view paintings, imaginary postcards from exotic and distant places, two table sculptures with a sinuous profile, and colorful ceramics by aldo londi and bitossi.



project info:


name: forte_forte

location: 108 draycott avenue, chelsea, london, UK

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