Neolith® Urban Boutiques
Neolith Urban Boutique Milan
The project is aimed at creating an unprecedented exhibition area in the center of the Italian city with a special focus on the user experience, decontextualizing the setting of a meeting place that encourages imagination.
The premises are structured into different areas, all of which are created around the theme and concept for each of the brand’s materials as a circuit that gives visitors the opportunity to self-discover the different areas leading to an inner core as the heart of the space.
Throughout the visit, guests may enjoy the virtues of the material, the possibilities that come with its large format, the unbeatable technical characteristics, its sustainability and the ease with which it can be replaced which allows for periodic updates of each showroom to create engagement.
The welcome area, or agora, features the Zaha Stone model as this stone covers the flooring and walls as well as part of the ceiling. And this is where the visit begins with the successful aim of surprising guests with an illusionary scenography where a long pool at the entrance connects with the spirituality of the water and excavated material in an atmosphere that evokes a natural cave while a large mirror in the background reflects the image of the entire space in addition to duplicating the focal point – an olive tree that takes center stage as you enter.
This circular space leads visitors to the summum, the highest level they can reach with the solemn Calacatta stone material. The golden details dignify the room, summoning visitors to take in, reflect upon, make decisions about and enjoy the entire Neolith® brand line of materials. The idea behind the catalyzing central space is for it to be the axis around which all the other areas comprising the showroom revolve. The organic shape enhances the concept of respite from hectic daily life, channeling movement towards guests’ relaxation and entertainment as they become the center of the exhibit and, obviously, of the project. It’s an all-new approach as an alternative to modern showrooms.
Strata Argentum, another of the materials used in the project, creates the Atrium, a very special laboratory featuring the kitchen concept, which can also be accessed by a ramp between two walls. Changes in elevations are all part of the studio’s play on perception. One of the walls is a fireplace on one side yet a piece of furniture on the other as a short path leads the visitor to the top of the kitchen countertop, the highest point in the area.
The purpose of this area is sociability and gathering. It is designed on three planes comprising the ceiling, walls and flooring with a semi-hidden effect created by a fireplace built into volumes of this stone material. The focus is on the almost limitless usability of this material as it is used in all possible ways from the floors to the countertop, walls and ceiling.
The rest of the architecture offers a backdrop for daily life surrounded by furniture made with Neolith® to demonstrate the immense technical qualities of this material for water, ice, oil and other basic ingredients used in the kitchen.
The entire exhibit is a homage to the capabilities of this material and a play on the planes, perspectives and heights which not only make it feel up-close and possible but also special and astonishing.
Visiting the center of Milan is now an opportunity to observe an all-new museum-like retail culture which brings modern architecture right into the street.