The lights go down, silence falls in the auditorium, let the show start! A completely different type of show, however, is now being staged at the Baxter Cinema, in Largo Augusto, Milan. Instead of Oscar-winning film projections, there are cult design collections and furnishings that recount a particular art of fine living, made up of elegance, comfort and quality. For its new store, Baxter has chosen an iconic location from Milan’s past, one that is dear to its citizens: the space which used to be occupied by the Cinema President has now been given a new life as the Baxter Cinema. The interiors have been made over in a way that has set out to preserve their original structure and features, which are still partially visible. Such as the cinema projection area, the pulsing heart of the building and true protagonist of the store, located in the basement. Indeed, while the ground floor is largely utilized as a showroom for displaying the brand’s furnishing products, the spacious basement floor has been designated as an area for welcoming visitors or hosting future events.
A stroll through the different areas defining the interior space will reveal the various forms of collaboration established with high-profile players of the industry. Some corners have been decorated with a wallpaper (signed Picta Wallpaper) created exclusively for Baxter; there is also a small bookshop offering a variety of objects made from the brand’s renowned leather; finally, the collaboration with Adeo Group for the Cinema Suite project for professional home theatres.