Catalogue Newspaper N°6
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Nowadays we think that trade centers have an efficacy that is limited during the time, that we can assess after approximately ten years. Generally, this span of time being passed by, it is necessary to carry out a restyling of the facility as a whole, focusing on several aspects that characterise it with regards to its customers: its trade offer, its finishing, its lighting and its communication. The intervention on the trade center l’ARIOSTO worked on these aspects, but without concerning in a significative way its trade offer since this facility is a coownership among several stakeholders who are not interested in changing their business. Initially the restyling aimed at significally renewing the general look of the trade center both because it has been an organisational facility for many years and therefore it has lost its past appeal and also in order to react to the opening of other near trade facilities. The existing facility was characterised by a very structured design, with the outside architectonic planning that was strongly reflected on interior decoration, too. The outside drawing is depicted through the modulation of geometries based upon the square; with continuity with that, the square has been used as a plan matrix for the interior design. The inside volumetric frame has been kept unchanged except for an intervention of destruction that concerned the main entrance hall, allowing to revitalize a space that, in the beginning, was designed as a “passage” space; on the contrary, it became the hub of the new idea of welcoming for the facility. In order to strengthen the potentiality of social aggregation, larger and equipped break spaces have been planned and a wide area has been devoted to children entertainment. In order to enhance the sensation of renewing, the plan choices, in particular for finishing, have been driven by the search for the utmost diversification between the new ones and the old ones. That was expressed using a language characterised by the use of one single tone, red, that works in contrast with neutral tones such as grey and white. A great importance is attached to light design in order to develop the space features of rooms thus enhancing the trade connotation. The lighting devices also have an architectural function wherever they contribute to define the space not only with their lighting supply but also with their position and design. We were aware of their importance on the whole design of the intervention and therefore we designed original lighting elements avoiding the use of mass produced articles; in particular the design was determined by using basic geometries, such as the parallelepiped and the cylinder, but using them underlining the dimensional “out of scale”. It is actually the out of scale that makes the system be interesting: it is simple but it succeeds in interacting with complex volumes and strong decorations. Last but not least, the intervention on communication is also important; it is conceived as an integral part of interior design; large surfaces are treated by making use of replaceable backlit graphics. Graphics dynamism, which is renewed on a regular basis, gives different perceptions that are never the same and makes the trade center be updated.
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