Salvioni Milano Durini & Flou

The concept store in the center of Milan embodies the materiality and welcoming atmosphere of the brand 

Flou @ Salvioni Design Solutions
Flou @ Salvioni Design Solutions

In a traditional Milanese building from the early 1900s, with a façade designed by the architect Luca Beltrami, Salvioni Design Solutions is a concept store of 1250 square meters on six levels that makes atmosphere its stylistic trademark.

Today this immersive experience has been entrusted to Flou, a leader in the slumber sector, as part of a long-term collaboration with Salvioni, and to the designer Emanuela Garbin. The result is a welcoming setting that immediately transmits the idea of relaxation and inclusion at the center of the brand’s philosophy.

The project’s inspiration comes from the slogan “Time to live” which aims at concrete expression of the new needs of living, relying on fluid, comfortable spaces with an approach where everyday life is in constant transformation.

The setting focuses on the company’s true décor spirit, applying warm colors like pink peach and bricktown for the walls and ceiling, and soft tones of powder, bronze-tone metals and natural wood varieties for the products. 

The offerings of Flou are mainly organized in two large night zones positioned in the window of the Salvioni Milano Durini showroom, presenting the Gaudí and Amal beds, separated by the MyPlace modular sofa.

This triptych welcomes visitors to enter the warm atmosphere designed by Garbin and brightened by the luminous furnishings of the Natevo brand by Flou, joined by an impressive chandelier by Catellani&Smith, one of the exclusive partners of the store that has designed various special pieces for this space.

Further inside, the mood shifts to the living area: the Fiocco and Olivier sofas are the perfect frame for a modern scenario where the atmosphere also depends on the materials utilized: marble, brass, glass and wood.

The refined harmony of the space is completed by several iconic creations of the brand: the Iko console, which can also be utilized as a counter or a desk, and the large Olivier mirror designed by Emanuela Garbin and Mario Dell’Orto for Flou.