The ZARA flagship store in Corso Vittorio Emanuele, Milan has unveiled a striking entrance feature, designed in collaboration with architect, Matteo Thun. The installation has been designed as a timeless, flexible tool for giving the different collections an attractive stage throughout the year.
Before ZARA acquired the 4,000 sq m space and converted it into its flagship Milan store, the 1930s building was home to a theatre and later the Astra cinema for many years. The inviting double staircase entrance features marble, historical brass mosaics and a gold cupola presenting an impressive Murano chandelier on the ceiling, providing the scenery for the new installation.
Thun's installation uses the history of the building and the culture of Milan, using the theme of theatre as the basis of the concept. The modular structure acts as a kind of Arc de Triomphe, inviting the customer to pass through into the main store. The mannequins (from Bonaveri) are the actors and visitors become the audience.
The architect has created a visual connection with the original detailing of the layout in a contemporary way and given the clothes a contemporary platform by keeping the emotional atmosphere of the historic space.
Photopgraphy © Fabio Tempestini