Rome, 2022
Restyling of the third floor in the iconic building by Albini-Helg
In 2020 Rinascente entrusted us with the restyling project of the third floor of Rinascente Roma Piazza Fiume, an iconic building designed by Franco Albini and Franca Helg and inaugurated in 1961. Our intervention is part of a broader plan for the general renovation of the Rinascente branch, a project with a great artistic and conservative value that involved other architecture firms such as studio 2050+, DWA Design Studio, Fabbricanove and Paolo Lucchetta.
The third floor is intended for female customers and hosts an offer ranging from shoes to ready-to-wear and denim, as well as a beauty bar area for body and personal care.
Our interior design project envisaged the creation of a space that could be unitary and coherent and, at the same time, enhance the differences of the various areas making them easily recognizable to customers.
In the shoes area, a wall with concave and sinuous shapes, as if it were a rolled-out column, acts as a backdrop to a new orography composed of stepped and single-material display volumes and tables and chairs with contrasting colors and materials. The separating elements become an opportunity to introduce plays of light and backdrops with sinuous lines, which envelop the existing structural elements and guide the eye along the path in a dynamic way.
An abstract idea of ​​the city of Rome is represented through the use of objects of various shapes, colors and materials, to create a changing landscape. A sort of contemporary archaeological park inspired by the idea of ​​typological collage.
The floor looks like a neutral container with light and homogeneous materials and colors, characterized by a ceiling texture that organizes and welcomes the lighting and plant engineering system. Within this environment, the various sales areas are flexibly set up. The exhibition project is organized through two display systems: one more structured on the wall and a second, mobile and re-configurable, which interacts and adapts to different types of sales.
The use of metal tubulars characterizes the first display system which is from time to time configured in
different ways and declined in different shapes and materials. For example, the washers are winding elements in tropicalized steel while the shelves along the walls are structured with double vertical tubulars in different colors.

Technical drawings



Preliminary and final designs, artistic direction
La Rinascente Spa
Sara Cefis
Federica Torri
Camagni (set up)
Mosa (tiles floor)
La Calce del Brenta (wall finishing)
iGuzzini (lighting)
Tabu (furnitures finishing)
Cigierre (moquette e carpets)
Federico Villa studio

Via Raffaele Parravicini n° 16
20125 Milano

T. +39 02 840 766 62
studio wok architetti associati
Marcello Bondavalli
Nicola Brenna
Carlo Alberto Tagliabue

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Press office & communication

Fiammetta Gamboni

La Rinascente – Roma Piazza Fiume