Specialty Non-Apparel

Claro, Fiume Veneto, Italy

With an eye on the market casual corporate and style-conscious youth markets, the Italian eyewear brand has implemented a new design vocabulary in its stores.

Published

15 years ago

August 31, 2009

VMSD Staff

Inspired by the Memphis movement of Italian design, an approach from the 1980s that challenged conventional shapes, colors and patterns, designers from Grottini Retail Environments covered the walls and ceilings of the 769-square-foot store in bold red, magenta and yellow-orange stripes. Around the perimeter, acrylic fixtures are embedded with woven fabric mesh patterns as each eyeglass frame balances on its own clear holder. “The environment brings out the style of the product without creating background confusion,” says Keith Gibson, Grottini’s head of design.

Storage units on the warm wood flooring have a black-on-white pattern that contrasts with the brightly colored walls. Not to appear static, some of the design details, including the pattern on the storage units, can be modified for other locations to keep the environment fresh.

Project Participants

Client
Claro, Fiume Veneto, Italy

Design, Fixtures, Furniture, Audio/Visual, Signage/Graphics, Wallcoverings
Grottini Retail Environments, Porto Recanati, Macerata, Italy

Lighting
I Guzzini Illuminazione, Recanati, Italy