A new ‘home’ in the heart of Milan 27.05.2021
Via Cavallotti 8, inside the via Durini Design District, the ‘circuit’ that for years has been the go-to showroom location for top Italian and international furnishing, design and decor brands, is the address of the new Ethimo flagship store, its second in the city after the one in the brand’s historic headquarters in Corso Magenta.
This prestigious ‘residence’ boasts more than 500 m2 of display area on several levels, a showcase for all the aspects of outdoor design by Ethimo.
This new location stems from a desire for special storytelling that reveals not only the aesthetic and rational value of the Ethimo collections, but also suggests new way to enjoy contemporary outdoor living and relate with nature, in a balanced mix of design and function.
Its mood-filled interiors are stimulating and evocative, a source of inspiration thanks to Ethimo style, somewhere it is easy to imagine a wide array of open-air settings, residential or contract, at the same time providing design and sales services for professionals in the sector and private clients.
Elegant and contemporary, attention to detail makes the difference here: from the architecture to the choice of finishes and colours that reflect the unmistakable Mediterranean spirit of Ethimo, through to the many different pieces of furniture and accessories on show that embody the brand’s exclusive capacity to interpret and completely furnish a widely diverse range of outdoor settings. The ‘display philosophy’ hints at the many different compositions possible, all refined, welcoming and convivial thanks to the completeness and variety of the Ethimo range.
Selected in collaboration with Studiopepe, the colours and finishes bring alive a project that harmoniously balances earthy neutrals with the texture of enamelled majolica tiles in shades of green. In perfect accord, nuances and materials dialogue with the lighting to flatter the form and function all the furnishings, their design, materials, fabric textures, and finishes.
The natural light, flooding through the large windows that seem to bring the ‘outdoors in’, and the carefully tended luxuriant plants are the allpervading elements in this showroom and they create an apparently seamless flow between the different settings.
Nature and greenery are the main players and the indoor courtyard, the real hub of the showroom, is a welcoming and delightful haven in the heart of Milan.
This beautiful outdoor space, filled with rich vegetation that hints at the exotic, is an immersive location designed as an exceptional showcase for that special ‘art’ of outdoor living that Ethimo expresses in all its collections.
The showroom has its own extensive library of materials in a space dedicated to design, for the creation of exclusive materialboards inspired by the many possible combinations of materials that characterise Ethimo furnishings and accessories.
From the iconic creations to the latest trends for 2021, in the new Ethimo ‘home’ everything has its place, the displays will be rotated season by season to make room for new entries and illustrate fascinating new ideas for al fresco living.
Beauty and texture therefore feature throughout this entire project: with its evocative emotional aesthetics, the Ethimo showroom is a functional showcase for visitors and a ‘container’ of ideas and creativity for the generation of new relationships.