The brand's first flagship store is divided over two levels with a total area of 1,500 square meters. The concept was developed to physically express the world of Pirelli, from its tradition to the latest innovations. The shopâ€™s interior and exterior are fused together in a union of creativity at the highest level.
The cantilever roof studded with low consumption LED lights, the ceiling in teak planks placed between channels of metal created for the flow of wiring for the lighting, the structured windows illuminated like theatrical machines. All these details are aimed at introducing the customer / viewer to a world where history and innovation go hand in hand.
All furniture choices are designed to convey the industrial dimension of the brand, as if you were actually inside a garage. The floors of the corridor are ribbed black rubber and those of the garage in waxed iron sheeting. The lower level is completely in teak, while the furniture is made of MDF, processed and milled to obtain a ribbed texture, bubble processed and then treated with a mattifying paint to achieve soft touch texture. Some furnishings are also made of natural teak, similar to the ceiling.
On the wall in the lower level hangs an 8 meter dissected tyre and all the furnishings are placed on wheels, as if they were mobile workbenches.
The involvement of Essequattro as general contractor has provided for the construction of the systems, plasterboard dividing structures, panelling, masonry, metal structures and the equipment for prisms and anechoic chamber walls, shelves in metallic wood and illuminated ceilings. The store was divided into different areas with different materials, from rubber to wood, teak finished in marina style to technological materials like carbon fiber, cement and steel which give industrial flavour.