FRITZ HANSEN LAUNCHES ITS FIRST FLAGSHIP STORE IN MILAN

Republic of Fritz Hansen™, the famous and historic Danish design brand which has joined forces with Spotti, the renowned Milanese furniture company, is set to open its first Republic of Fritz Hansen Store in Italy in Milan. The new Store, located in the heart of Brera in Corso Garibaldi, replaces the Fritz Hansen showroom that has been completely renovated. The Store, which will be a source of inspiration for private individuals, architects and designers, is home to the entire Fritz Hansen collection in addition to a few but significant pieces by Nordic brands such as USM, String Furniture, Hay, Norman Copenhagen, Ferm Living, Another Country, OMM Design and products by the designers David Taylor and Jón Helgi Hólmgeirsson.

The simple, pure and timeless design philosophy, passion for quality and craftsmanship and mutual respect form the basis of this partnership between Republic of Fritz Hansen and Spotti. Fritz Hansen wishes to be at the forefront of the retail scene in Milan and this coincides perfectly with the aspirations of Spotti which, after having opened the Valcucine I Spotti showroom, now intends to extend its experience to Danish design.

The new space aims to reinterpret Scandinavian design through sophisticated planning that makes a strong impact at the same time.

The designers Arianna Lelli Mami and Chiara Di Pinto from Studiopepe are at the helm of the design and art direction of the store with technical support provided by the architect Stefano Tagliacarne.

The design concept focuses on a new aesthetic that aims to mix Nordic style with Milanese style, combining historic pieces of the brand with works by new designers and Scandinavian brands never before distributed in Italy. The space is characterized by new lights and colors and the design is dominated by a wall intersecting the three floors, featuring a graphic pattern loosely based on the work of Arne Jacobsen.

The basement, intended mainly for the offices of Fritz Hansen, will also feature a more technical section dedicated to furnishing contracts, while still reflecting the mood and quality that characterize this new space in Corso Garibaldi.One of the special novelties of the Store is the area titled Capsule. This is a separate area inside the store, a project within a project that will continue to function separately, periodically hosting site-specific installations, special editions and other specifically designed events.

For the opening of the flagship store, Studiopepe in collaboration with sound designer Panagiotis Melidis, will transform Capsule into a real three- dimensional sound installation in which 5 total black limited edition Egg chairs will be made to interact with visitors who, by sitting and moving around on this iconic chair, will create true custom soundtracks.

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