projects | Viabizzuno progettiamo la luce

the project designed and implemented by henry timi, the brand's designer and art director, mirrors his philosophy of seeking aesthetic perfection. 800 m2 of pure design unfold in a former factory that dates back to 1935, and is situated in the residential area of corso 22 marzo. this is the extra showroom, the site of the brand's entire collection and of events dedicated to design. the exhibition space, which has been partly renovated, preserves its industrial spirit as a heritage of memory, a remembrance of a past typical of the 1900s in milan. superfetations added over the years have been removed to recover their original essence. the showroom, which is hidden amidst 20th century buildings, can be reached by crossing the courtyard from the inside, following a track that resembles an architectural promenade with various natural material sensations; the whole to welcome visitors to an exclusive world. the entrance, which is intentionally narrow, and the annexed corridor, conceal the view from the guest to then surprise him/her with a large, bright and pure room. the showroom presents a dual feature that characterises the two main rooms, two contrasting worlds for two different functions. the ground floor develops along the natural lines amidst windows, pillars and skylights that, creating a 3D grid, become the guide to position objects and to create laboratory areas. it is a diaphanous space, moulded by natural light seeping in from large industrial windows and skylights, and by artificial light positioned continuously and uniformly between the wall and the bench to highlight the monumental size that stretches along the whole 35 meter length of the room. the central light of this space follows the line of the bench in parallel, creating a track of light that further contributes to enhance the longitudinal features of both the room and the track. the exhibition of some extra brand objects and products is located in this space. they merge with objects, paintings and sculptures that are temporarily hosted in the showroom. four square tables, 180 cm per side, become real laboratories for consultation of materials and experimentation. a play of dramatic wings and horizontal cuts becomes the work area, reception and offices. the showroom on the basement floor has another function: the permanent exhibition of most extra collection items. the collection also presents basic essentials designed by mario nanni, namely the window mnpv1 manufactured by piavevetro, the table ‘piano veloce', the seat ‘la seggiola' and ‘riposami' manufactured by extra, the washbasin ‘foglio d'acqua' manufactured by rapsel. the clean, linear and monolithical product displayed in the pure shades of white, and the room, which is left entirely in its natural state, with the signs of time and activities hosted over the years, create a unique contrast, an unparalleled emotion, mutually enhancing each other. the space, reduced to its bare essentials, hosts both products and light that mutually complete each other, creating a scenic setting. the grid on the ground floor, which is also reproposed on the basement floor, determines the position of products with pure shapes and colours that play the absolute protagonists, enhanced by beams of light that guide the visitor's eye, creating a dramatic environment. the dual feature of contrasting worlds meets the needs and functional features of spaces. the basement floor, which is isolated, is undisturbed by time, while the changing and transforming ground floor enhances the material experiences of research with light that tweaks the atmosphere at all times. it is all framed by the charming outdoor setting that hosts the installations of leading contemporary designers. at dusk, artificial lighting creates a play of intriguing visual suggestions.