Walter Benjamin said: “Technology is not the profound knowledge of nature but the relationship between nature and man” and the new flagship store of Media World in Milan exactly bases its roots on this thought. Fabio Novembre designs a dynamic experience center, which speaks the same language of modernity and new generations. The project guides the customers in an emotional and vital shopping experience by establishing not only a transaction, but a real relationship with it.
Media World is located between Viale Certosa and Viale Renato Serra, in a strategical and growing context. It is close to many focus areas, as the Portello park and buildings such as Casa Milan, also designed by Novembre. From the outside, Media World opens towards the city transforming itself into a highly communicative element, visible from all urban directions. Following the two main arteries, the facade cladding summarizes the theme of digitalization through the use of a pixel-effect coating in the colors of the brand which fades up to the luminous sign on the corner. The space is designed according to a new shopping experience. As in an urban architecture, the store follows a concentric layout: the “square” is the core that releases energy, while the “market” is the place of exchange and sale where trade and relationships take place. On the corners of the market, the customer experience slows down in the lounge areas. And lastly, like an arcade path, the wooden gallery for corners emphasizes the perception of public space.
Red, the main color of the brand, underlines all the strengths of the space, in contrast with the warm tones of the wood and the floors. The ceiling grid supports the lights and provides electricity to the gondolas, while the large circular columns become elements for communication and wayfinding. Moreover, the led stripes highlight the escalator that leads the customers to the first floor. The bar is designed to create an experience that is distant but connected to the concept of store. The past technologies through iconic objects, such as arcade games or old signs, embrace all types of audiences: those who have experienced that technology, and those, like Generation Z or Millennials, who want to discover it. For further information please visit www.novembre.it.
PROJECT Technology Village ARCHITECTS Fabio Novembre LOCATION Milano, Italia YEAR 2020 PHOTO Andrea Martiradonna