Not a showroom, not a store. Or both those things, and much more. It’s the new Living Divani Gallery, recently opened by the brand in Milan.
The company makes its debut in the design capital in a daring, unconventional way (as usual), casting aside traditional approaches to create a showcase, with large windows on Corso Monforte and Via Visconti di Modrone that offer an intense dialogue between the interior and the city outside. After all, Living Divani has always set out to intrigue and amaze.
The inside is like a theatrical backdrop, not for stories of interior design, but for the quintessence of the brand, its vision of beauty, its values. The set-up is purely conceptual – and destined to change on a cyclical basis across the year, to offer different impressions and new interpretations – while at the same time it is open to possible contaminations with the worlds of art, photography and fashion, hosted as guests in the space.
“For some time, we have wanted to open a space of our own in Milan, to represent today’s Living Divani – says Carola Bestetti, Marketing Manager from the second generation at the helm of the firm. – Through this location we want to narrate the thousand facets of our iconic, essential and sophisticated design, inviting the public to experience the Living Divani style: a brand with a forceful spirit, always consistent with its philosophy of rigor, clean lines, quiet elegance, crossing the full range of design while remaining authentic and personal.”
The creative interpretation of the space is by Piero Lissoni, Art Director of Living Divani, who for the debut of the Gallery has chosen a museum-like image with futuristic touches: corrugated sheet metal that covers the walls with inserts of neon lights, and a floor in glossy sheet metal, frame a floating installation whose protagonist is Carbon Frog, a ‘high-tech’ extra-light variant in carbon fiber and woven polyester, an evolution of the famous Frog seating designed in 1995 by Piero Lissoni himself.