Architect: Duccio Grassi Architects, Milano, Italy
Location: Zara Store, Milano, Italy
During the Milan Design Week, Zara showcased a temporary architecture created by Duccio Grassi Architects in its flagship store on Corso Vittorio Emanuele,
The brand and the architects share the same inspiration. With Zara, everyone can compose his/her own idea of fashion: definitive totems do not exist, neither do styles to be pursued or rules to be respected. The only rule is fragmentation, meaning that our style and our way of life results from many — mixed and recomposed — photograms.
It is “this forest of images” which, according to Duccio Grassi, “reflects the communication metropolis where we live and that we have to walk through, with courage, every day”.
The installation is composed by 14 white rigid PVC columns coming with an aluminum internal structure. The 4-meter-high totems are visible at the shop entrance. They consist of two white sides and two led or back-lighted screens-sides which display Zara SS campaign images. The base is a PVC and steel perforated structure, with three mannequins completing the installation.
Technical info: Rigid PVC panels
Picture credits: Duccio Grassi Architects