Embodying the experimental spirit of an emerging designer by playing with the notion of morphing forms on an aseptic backdrop.

The second area we designed for Rinascente is dedicated to emerging brands where RTW and accessories are exhibited.

Characterised by their experimental spirit, their capacity to push boundaries and their bold visual language, the emerging brands are set in a rational and aseptic space to allow their strong expressiveness to emerge.

To collectively express the essence of the emerging designers, we imagined an out-of- scale context to exaggerate the idea of an embryonic state of being and played with the notion of morphing and organic forms to contrast the rigid and monotonous setting.

The material palette is harsh and subtle at the same time. Predominated by steel, the finishes in both chrome and brushed are teamed with frosted and textured glass to slightly soften the clinical appeal.

Working with scale, proportion, opposites and extremes, together with organic aesthetics and irregular materials that contrast with rigid and rational lines we designed a collection of retail furniture, each an individual and bold piece, blending together through the monochromatic material palette.⁠

Blocks of mono-material sculptures acting as mirrors or jewellery consoles are placed on wheels and are freestanding within the area. Oversized parasite sculptures, which double as hanging display, dialogue with the columns in the space. A schematic archive for folded apparel acts as a backdrop for a set of tables that seem to be evolving and transforming into something else with their oversized rims and massive legs. Bent tubular structures acquire softness and come to life in unexpected animated forms, highlighting the organic aesthetic and contradicting the geometric and rigid patterns of the other furnishings in the area.

Photos by Nicola Iannibello