An interior organized on two levels, full of light, crossed by a note of intense blue in contrast with the red hue of the bricks utilized as cladding for the large backdrop wall: this is the image of the new single-brand store of Lanerossi, a company founded in 1817, specialized in fabrics for the home and furnishings. The point of sale was recently opened (at Via Mercato 5), and has been designed by ThirtyOne Design, the studio founded by the architect Claudia Campone.
The ground floor presents the latest collections of blankets, bedspreads and cushions, together with the bestsellers, while the mezzanine offers a meeting area. A spiral staircase, suggesting the image of a blue thread on a bobbin, connects the two zones and becomes the protagonist of the space.
This is a fundamental step for Lanerossi, whose history across the last century has been closely tied to the city of Milan, from the company’s participation in the first Triennale Exhibitions held at the Palazzo dell’Arte since 1933, to its presence inside the leading textile trade fairs. Lanerossi also chose Milan for the launch of advertising campaigns created by Paganino, Armando Testa and Pino Tovaglia, beginning in the 1960s.
“With over 200 years of history, Lanerossi has a truly unique historical and cultural heritage, which is important and precious,” says Luca Vignaga, CEO of Marzotto Lab. “This was our starting point for deeper reflections on the corporate archives. We have rediscovered and enhanced a number of iconic pieces, launching a line of reissues, Memory is my home. At the same time, Lanerossi wants to establish a dialogue with the contemporary scene, addressing different generations, without forgetting our background, but starting from it to update our products in terms of form, materials and styling. These are the premises behind the new collections, which reinterpret our stylistic codes while at the same time demonstrating the brand’s ability to innovate, to intercept the requirements of its clientele. The opening of the store in Milan has this same objective, and its design references identifying elements of Lanerossi and its history, though in a contemporary way that reflects the company’s desire to look forward, projecting us into the future.”
It is with this spirit that Lanerossi presents – for the occasion of the opening of its new space in Milan – the blanket Lucky You, designed by Paola Navone – Studio Otto, and a capsule collection developed in collaboration with the print and textile designer Matteo Menotto, becoming part of the Memory is my home range.
Lucky You, in pure virgin wool, is like a manual for fortune-seekers, sprinkled with amulets and talismans that narrate the entire world (the number 8, connected to Chinese culture, a poker hand with four aces, a horseshoe, and many other items). The good luck charms mingle on the surface of the blanket with pop objects and propitious symbols. All in a graphic style based on two shades of gray, brightened by the lively orange of the saddle stitched borders. The same colors return on the back, with a stylized brushstroke pattern.
R-Geometrics and College, the designs developed with Matteo Menotto, link back to certain visual elements that are central to the history of Lanerossi – like the logo, a letter R formed by an intertwined thread – reworking them to create graphic motifs full of rhythm and color, where history becomes a starting point for the definition of a new visual language.