The dark side of Antrax

The first flagship store in Milan for the company helmed by Alberico Crosetta opts for a courageous, out-of-the-ordinary formula to enhance products and projects, present and future

Antrax IT, Showroom Milano
Antrax IT, Showroom Milano

Between white (the initial idea of Alberico Crosetta) and black (the suggestion of Victor Vasilev) the designer won out, creating a mood we might define as “contemporary dark,” accompanying visitors along an evocative pathway that is only apparently conceptual, where the radiators by Antrax emerge from the gloom with all of their creative force.

Antrax IT, Showroom Milano
Antrax IT, Showroom Milano

The creations of the likes of Piero Lissoni, Thun & Rodriguez, Daniel Libeskind, Dante Benini and – last but not least – Victor Vasilev (whose Flaps from 2012 is still one of the firm’s bestsellers) gain significant aesthetic value from the context, making them into objects capable of transcending the radiator = bathroom equation – in keeping with the aims of Alberico Crosetta – to enter a family of complements that stand out in any space, in the home or for contract applications.

The new Antrax showroom comes to life as an essential and fundamental partnership. The lighting fixtures of the Architectural & Decorative division of Flos have been chosen for a refined, effective technical lighting system, which does not disturb the dark mood but never overlooks the products on display.

Antrax IT, Showroom Milano
Antrax IT, Showroom Milano

This “halfway to black” atmosphere of Antrax, aptly narrated in the showroom, is just one level of an interpretation that also makes black the protagonist of the new catalogue, along with all the materials of communication and corporate image.

But the new showroom of Antrax IT is not just an emotional experience. The concrete approach goes beyond the product: a materials library with over 200 color tones is available to clients and designers, since color is a “hot” theme for a company that also provides events addressing this focus. Also with an accent on sustainability: for the flagship store, Victor Vasilev has chosen materials covered by LEED and BREEAM certification; the automation system ensures energy savings, while maintenance relies on precise ecocompatible assets.

Antrax IT, Showroom Milano
Antrax IT, Showroom Milano

For its 25th anniversary and the opening of the showroom, Antrax has created the project 25+25×25: 25 architecture firms interpret the company’s radiators in their own way, through the creation of moods (on view in the showroom), presented during special events.

“The dark side of Antrax” takes on mystery through light and color.