In its international mission, Minotti spreads its concept of Made in Italy based on innovation and tradition. In every part of the world, the brand’s taste and its collections are expressed in a universal yet personal language: in the 80 countries where it operates, through 53 flagship stores and a network of over 300 qualified dealers. All the way to the residential or contract spaces of those who choose the brand.
These are the locations of Minotti, an ideal itinerary narrated in a short 6-minute film, The Grand Tour. Snapshots of life, between real and virtual settings, captured in evocative urban and natural contexts, where the brand interacts with everyday life, architecture, light, indoor and outdoor spaces.
A narrative that can also be directly experience all over the world in the constantly expanding network of flagship stores. The latest entries are the stores in Seoul, Lisbon and a second space in Shenzhen: 1000 square meters for the first, 200 each for the other two, curated down to the smallest details by Minotti Studio, the heart and mind of the company, connecting all the forms of expertise in a creative chain, from architecture to interior design, prototyping to engineering, graphic to visual design, marketing and communication.
“In 2022 we accelerated the expansion of our worldwide network with various openings – says Renato Minotti, co-CEO of the company – and the objective in 2023 is to consolidate our markets of reference while exploring new realities.”
The new monobrand store in Seoul is in the center of Gangnam Hakdong. It is a space where design blends with a selection of contemporary artworks. The store marks the start of the exclusive collaboration of Minotti with the partner Di’ome, one of the leading dealers of furnishings and luxury living solutions in South Korea. The facility offers an immersive journey across four levels, featuring a brushed steel staircase to connect the floors. An exclusive location for architects and designer, who find support for design and creativity. The showroom becomes a point of reference, inspiration and conversation.
The space in Lisbon opens in collaboration with the local partner QuartoSala, inside a historic building in the Chiado district, once a gathering place for writers and intellectuals. Organized as an atelier, it merges the aesthetic values of the brand with Portuguese style, mixing decorative elements and innovative materials. The fireplace, never lacking in the brand’s language, becomes a sculptural presence, attracting the gaze of visitors from the entrance. The setting contains the new developments for the 2023 collection, and the furnishings are shown to best advantage thanks to collaboration with the art director Rodolfo Dordoni, together with the contributions of international designers like Marcio Kogan/studio mk27, Nendo, GamFratesi and Inoda+Sveje.
Comparable care has gone into the creation of a second flagship store in Shenzhen, a city with over 12 million inhabitants. The context is that of the Rail In mall, conceived as a vertical city and the fulcrum of a new generation of commercial activities in the Chinese metropolis. Here Minotti has created a setting in which wooden elements alternate with details in black satin-finish metal, and panels of brushed stainless steel to amplify the spatial perception of the displays. This new flagship store is the tenth for the company in China, and the fourth organized in collaboration with the local partner Domus Tiandi, an example of excellence in the premium furniture sector.