Moreschi Kaleidoscopes by Migliore+Servetto Architects, Florence – Italy

July 20th, 2015 by retail design blog

The exhibition space designed for Moreschi by Migliore + Servetto Architects at Pitti Immagine Uomo 2015, is a welcoming area both to discover and appreciate the qualities of the new products. A wide, luminous wall reveals the famous “walk” designed by AG Franzoni in the sixties: Moreschi shoes are displayed on a illuminated background, representing the “route” from the brand’s past to its present.


In the centre, four big, white kaleidoscopes supported by small bundles of metal tubes, create endless reading in a dynamic game of display, lights and projections around the product.
Optic cones which offer dual reading on the larger side, on a plane of black Alcantara, accommodate product types, arranged in different versions and pinpointed by two striped luminous bands and lateral mirrors which reflect the image on and on.


On the other side, where the kaleidoscope narrows, different layers of virtual information overlap: each of the four transparent screens offers a story, which reverberates on the shoe in the centre of the kaleidoscope. An essentially minimal white space where the shoes placed inside the kaleido- scopes assume new meanings through the multiple reflections and the dynamism of the images.

Design: Migliore+Servetto Architects / Ico Migliore / Mara Servetto

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