Monday 24 June
Showcase Milano, Corso Europa 22

A dialogue between various protagonists from the world of design, moderated by Patrizia Catalano, to discover the 4.0 retail shops, the redevelopment of spaces and the new aspirational showcases in one of the iconic locations of the city.

The discussion was opened by Gilda Bojardi, director of Interni magazine, who described Arrital’s flagship store as “a stage created to encourage socialising and the sharing of ideas”. She then gave the floor to Michele De Lucchi, who recounted the three factors that influenced the decision to design Arrital’s new storefront: the location in the Piazza San Babila area, the honour of working on a building designed by Magistretti, and the idea of working in the kitchen sector.

Arrital was able to make a major breakthrough thanks to the project signed by AMDL CIRCLE with Michele De Lucchi, counting on making the Milan flagship store a global benchmark: energetic and synergetic.

The discussion was continued by Franco Driusso, architect and art director of Arrital, who explained how the flagship in Corso Europa goes beyond the concept of a retail space to a place that not only displays products, but also displays the intangible values of the company.

On the other hand, Massimo Salamone, architect and president of the Milano Durini Design District, emphasized the importance of the theme of connections and how the district’s project, rejecting the idea of working in an individualistic manner, has extended to include urban planning, working on city places to create a soul, a personality that has the kitchen as its trait d’union.

In conclusion, Cesare Chichi, architect and founder of studio 967arch, which has design spaces dedicated to the world of furniture as well as the office and hotel world, stated how ‘a store today is a point of training, hospitality and sharing’.

The event concluded with cocktails and finger food created by FoodFellas catering.