Page 107 - AIT0923_E-Paper

Entwurf • Design Cara \ Davide, IT-Mailand
Bauherr • Client Moose Knuckles
Foto: Davide di Tria, IT-Mailand
Standort • Location Via Savona 97, IT-Mailand
Nutzfläche • Floor space 900 m 2
Fotos • Photos Alecio Ferrari, IT-Mailand
Mehr Infos auf Seite • More info on page 134

SHOWROOM

IN MILAN

What does it take to break boundaries? This is the
question with which the luxury label Moose Knuckles
begins its manifesto. Highlighted in white letters on a
white wall, the Canadian brand portrays its brand DNA
and thus prepares for the interior-design answer: A
showroom located right in the middle of Milan’s desig-
ner district, which finds its design climax in its own club!

O n 900 square meters of presentation space, the Milanese desi-
gner duo of Cara \ Davide, in cooperation with the creative agen-
„Der rebellische Geist von Moose Knuckles cy Motel409, manages to prove that a showroom for sportswear and
entsprach unserem Interesse, unkonventionelle outerwear can also be designed as a multifunctional leisure space.
Inspired by the arctic tundra of Canada and the technologically advan-
Materialien zu dekontextualisieren und mit ced world of streetwear, an unforeseen place has been created behind
Masse und Maßstab zu spielen.“ the closed doors of the hectic Italian metropolis. Known for a lively
experimentation with textiles and for making use of different techni-
Cara Judd und Davide Granatica ques, Cara Judd and Davide Granatica potentiate their creativity in
dealing with material, colour and format attributes in three spaces.
The prelude to the innovative experience is a cube that invites visitors
to leave the urban chaos behind and enter a mixture of materials.
White walls and form-fitting seating in bright red find a vertical spa-
1
tial termination through a – literally – 100-square-meter sky on which
a hypnotizing puzzle consisting of LED screens ingeniously assem-
bles into a Canadian constellation. As if under the spell of nature,
2
1 Eingang • Entrance the negative of an iceberg designed as a tunnel shrouded in white
2 Empfang • Reception
3 Höhle • Cave leads those interested in fashion into the most important room of
4 Bar / Club • Bar / Club
5 Besprechungsraum • Meeting room the exhibition: the club! Although design interpretation is given free
6 Terrasse • Terrace 3 rein, the flowing, diffuse space with an integrated bar literally screams
7 WC • WC 7 7
“futurism”. Completely in keeping with the design language, it offers
a play of shapes and colours that emphasizes the depth structure of
the materials through the targeted use of artificial light and creates
5 a wide variety of atmospheres thanks to neutral projection surfaces.
Unconventional and multidisciplinary, the absence of walls completes
4
the characterizing design – with the use of furniture and varying types
of flooring providing zoning of the spaces. Naturally “haute couture”,
the bar with its unusual metallic surface of hand-beaten steel com-
municates with the space-encompassing ceiling made of a seemingly
floating light installation with a constantly changing colour spectrum.
6 Find your Fearless! This is how the label ends its bold statement and
Grundriss • Floor plan launches – quite fearlessly – into the European market.

AIT 9.2023 • 107