Minotti continues its expansion in China. The Brianza-based company already operating in Beijing, Shanghai, Chengdu, Shenzhen and Xiamen opens a new flagship store at Xi’an, in the residential district of Daminggong, in collaboration with Jacci Mayee, the local dealer in high-end furnishings.
The opening of the flagship store was on 12 October, with a big event to welcome local developers, designers, architects, journalists, entrepreneurs and top clients, as well as the Minotti family and Jacci Mayee. This choice becomes part of a strategy of brand reinforcement on a strategic market.
The space of 670 m2 is organized on two levels. The interior design is by Minotti Studio, the in-house creative division at Minotti HQ, together with Jacci Mayee and Daminggong Industrial Group.
The store has two main characteristics: a bronze staircase at the center, as the focal point around which all the collections are arranged, and the fascinating architectural fireplace on the second floor, a feature also seen in the flagship stores of the brand around the world.
The settings suggest a refined, dynamic style enhanced by a selection of items for the living area by Minotti, including the furniture of the 2019 Collection presented during the Salone del Mobile in Milan in April.
Full-height windows flood the space with light, and face towards the Daming Palace National Heritage Park. The chromatic contrast of the meeting of white plaster walls with the typical Doric finishing of Minotti and the floor in mocha-colored wood sets off the displays, adding a tone of fresh elegance.