Studio Svetti Architecture

托斯卡纳(Tuscany)的一个旧仓库，被改造成一个现代的、以白色为主的灯光工作室，为建筑师和设计师提供了一个创造性的氛围。传统的横梁被漆成白色，六个大窗户让自然光照射在开阔的平面区域。

An old warehouse in Tuscany, converted into a modern, predominantly white, light studio for architects and designers, with a creativity-inducing ambience. Traditional beams are painted white and six large windows flood open plan areas with natural light.

位于佛罗伦萨大教堂广场和市政广场之间，Via dei Calzaiuoli是佛罗伦萨购物最著名的街道之一，格拉齐耶拉布拉恰利尼(Graziella Braccialini)新店就在这里开张，这座住宅诞生于佛罗伦萨Braccialini公司的皮具艺术和阿雷佐格拉格拉控股(Arezzo Graziella Holding)的优秀金匠之间的结合，后者希望进一步巩固自己在托斯卡纳市的存在。

Located between piazza del Duomo and piazza della Signoria, Via dei Calzaiuoli in Florence is one of the most prestigious streets for the Florentine shopping and it’s where the new Graziella Braccialini store opened, the maison born from the union between the art of leather goods of the Florentine company Braccialini and the fine goldsmiths of Arezzo Graziella Holding, which wanted to further consolidate its presence in the Tuscan city.

该项目于2021年2月启动，并在创纪录的时间内实施，由建筑师Emanuele Svetti签署，他在世界各地处理Graziella Braccialini项目的概念已有一段时间。

The project, launched in February 2021, was implemented in record time and signed by architect Emanuele Svetti, who has been handling the concept of Graziella Braccialini projects around the world for some time.

“我们从一张白纸开始填写，建筑师解释说，我们的想法是创造一个梦幻般的、不受尊重的同时又严格的容器。”

"We started with a blank sheet to fill in - explains the architect - with the idea to create a dreamlike, irreverent and at the same time rigorous container".

“在历史建筑中工作需要敏感性——Emanuele Svetti继续说道——因为这个原因，我们考虑到之前的空间和分区，与现有的结构元素展开对话，这涉及到未来空间的障碍，这就是我们如何将‘限制’转化为发挥”。

"Working in a historic building requires sensitivity - continues Emanuele Svetti - for this reason the intervention was developed taking into account the previous spaces and partitions, opening a sort of dialogue with pre-existing structural elements that involved an obstacle in the future space, this is how we have transformed the ‘limits’ into play".

对于那些关注托斯卡纳品牌的人来说，很容易就能看出，Braccialini在佛罗伦萨的店是3年前在罗马创建的第一家概念店的2.0版本，该公司打算在国内和国际层面开设新门店。事实上，Braccialini非常重视销售点在其营销策略中的作用，尽管许多品牌都将自己的门店规划为数字化。公司今天的愿景是发展多渠道的概念，同时整合为在线销售而设计的空间，以及与数字世界相关的活动和演示。

For those who follow the Tuscan brand it will be easy to perceive how the Braccialini store in Florence is a 2.0 version of the first concept created in Rome 3 years ago, with which the company intends to start a policy of new openings at national and international level. In fact, Braccialini considers with great attention and commitment the role of points of sale within its marketing strategies, although many brands have projected themselves towards digitalization of their stores. The Companys vision today is to develop the concept of multi-channel, integrating at the same time the presence of spaces designed for online sales, as well as events and presentations related to the digital world.

“建筑师说，我们喜欢‘玩游戏’，把Braccialini设计的奇妙笔记本带到商店，在那里，当代女性，一个不害怕把孩子藏在里面的人，可以找到她的快乐和她自己嫉妒的无忧无虑。把商店的空间混合在一起，就像火星上的月球公园或地球中心的赌场，等待胡迪尼来到舞台上，这太令人着迷了。”

"We enjoyed ‘playing with the game’ - says the architect - bringing the wonderful notebook by Braccialini into the store where Contemporary Woman, the one who is not afraid to hide the child inside, can find her joy and the light-heartedness that she jealously keeps in herself. It’s so fascinating to mix the spaces of the store as if they were a Luna Park on Mars or a Casino in the Center of the Earth, waiting for Houdini to come down on the stage."

记住这种情绪,走到一楼,一个是被totemic-shaped显示元素的存在,由重叠的游戏骰子童话体验到客户,继续进入隔壁房间里,一个棋盘模具库,让一些掉下来的东西,像在形而上学的工作,沿着拱顶本身的曲线失去重力的影响。

With this mood in mind, going up to the first floor, one is struck by the presence of a totemic-shaped display element, composed of overlapping gaming dice taking the customer into a fairytale experience, which continues entering the adjoining room, where a chessboard molds on the vault, letting some pieces fall which, as in a Metaphysical work, lose the influence of the force of gravity following the curvilinear line of the vault itself.

这是一件巨大的上衣，在“Braccialini主题”(Themes by Braccialini)展室的中央显得格外显眼。“Themes by Braccialini”展室是一个标志性的系列，由如今已进入卓越女性配饰历史的几件作品组成。在这种“魔盒”已经取得了多维的空间使用2镜子表面定位彼此相反的,特别是在这种情况下,天花板和地板上创建这个“遗忘”的氛围,与客户体验漂浮的感觉“Braccialini魔法世界”。

It is a gigantic top, the one that stands out in the center of the "Themes by Braccialini" room, the iconic collection, made up of pieces that have now entered the history of the female accessory par excellence. In this sort of "magic box" the space has been made multidimensional using 2 mirror surfaces positioned opposite each other, and in particular in this case the ceiling and the floor create this atmosphere of "oblivion", with the customer experiencing the sensation of levitating in the “Magical World of Braccialini”.

“白不是没有颜色,中立,缺乏个性,而是作为一个决定性的和必要的颜色-增加Emanuele Svetti——事实上没有提高彩色权力的设计选择,就像画一个空白,没有画,让空间定义本身。”

"White is not seen as the absence of color, neutrality, absence of personality, but rather as a decisive and essential color - adds Emanuele Svetti - in fact the design choice did not enhance the chromatic power, it was like painting a white space where nothing is drawn, letting the space define itself."

这一选择的结果是对Braccialini手工制作的产品的庆祝——它有自己的颜色——它在Svetti工作室创造的空间中找到了一种“裁缝剪裁”的第四维度。

This choice results in the celebration of Braccialinis handcrafted product - which lives of its own color - which finds a sort of fourth dimension within the spaces created by studio Svetti with a kind of “tailor cut".

佛罗伦萨的商店进一步证明，对于Emanuele Svetti来说，吸引注意力的不应该是商店，而是里面展示的东西，所以，就像戏剧表演中的透视术，它只能让顾客难以置信的购物体验。

The Florentine store becomes a further proof that for Emanuele Svetti it should not be the shop that attracts attention, but what is exhibited inside, so, like the scenography in a theatrical performance, it must only make the customer shopping experience incredible.

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