Showroom Domal, Milano | Lascia la scia

A new Retail vision Milan / Italy / 2023

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Domal, a brand of the Hydro group, opens the doors of its new showroom in Milan: a permanent space where you can discover the innovations in aluminum for the sustainable building envelope, such as windows, sliding doors and curtain walls. Partners of the exhibition space are also: WICONA, Axalta, Weese, Wuerth.


The project, conceived by the Milanese creative studio LASCIA la SCIA, undermines the idea of a technical-functional exhibition approach in favor of an experiential journey with a high emotional and scenographic impact. The aim is to  accompany the visitor to discover the products inside of a welcoming environment, with a Nordic and informal atmosphere.


 The showroom has also been designed as a work space for professionals, with comfortable environments dedicated to technical study of the products. The essential simplicity and neutral tones of the chosen covering materials including wood and TerraVista, the raw earth plaster by Matteo Brioni on the walls, refer to the natural world and the desire to create an enveloping and comfortable environment in which the presented products are the protagonists in different colours.


In the environments, these are not simply displayed, rather they are thought to be integrated into the project as elements of subdivision and definition of the spaces themselves. This is the case of the curtain wall and Weese opening wall.


Arranged on two levels, the showroom is divided between the ground floor, dedicated to the display of products divided by brand with a refreshment area/coffee break adjacent to an office area and the basement where there are rooms dedicated to partners as well as a flexible multimedia area designed for both training and events.


At the entrance, along the nave that runs parallel to Viale Biancamaria, the protagonist is the almost 14-metre long exhibition tunnel. The tunnel is the monochromatic architectural structure that plays, through the use of a white metal texture and the element of nature, on the idea of dematerialisation of the walls as a tool to highlight the products of the Domal brand: hinged and sliding windows with minimal and colourful. 


The SOLEAL Next solutions with 75% recycled 95% recyclable content and panoramic sliding doors emerge for innovation. The presence of greenery on the ceiling metaphorically symbolizes the exterior, which is why the windows open towards the space outside the tunnel which symbolically identifies the interior of the building.


 Two thematic areas have been designed along the side walls that delimit the showroom. On one side, four arches welcome a selection of Axalta colors and a "work table" in which to explore technical issues relating to doors and windows thanks to samples, details and mock-ups. The opposite wall is instead dedicated to storytelling relating to the entire life cycle of aluminium.


 Touching the components first-hand, from bauxite to the finished product, and highlighting the recycling properties of this material, the value of aluminum clearly emerges from a perspective of circularity and sustainability. On the ground floor it is possible to find the area dedicated to WICONA: a portion of a full-height semicircular curtain wall, with curved glass, integrated opening window, conceived as a sculptural element which at the same time defines the space by creating a small lounge area collection where you can sit down and, why not, have a coffee. In fact, an equipped coffee corner is hidden inside a continuous custom-made wardrobe. The office area with desks is defined by the Weese glass wall that can be completely opened when needed, guaranteeing space flexibility and visual and physical continuity.


 In the basement, the partner rooms are characterized by simple, functional furnishings and lighting that are at the same time welcoming and contemporary. The largest central room is designed as a flexible, multifunctional room that is suitable both for small conferences or as a training room or even as an additional lounge and meeting area based on needs and configuration. It is a room in which technology coexists, thanks to the video wall set up, but also elements referring to nature such as the stabilized green wall, which together with the organically shaped wooden steps and the sinusoidal luminous line of the Zirkol lamp by Nemo Lighting, break up the rigid geometry of the room and are an opportunity to give dynamism and breadth to the space.


 


Client


Hydro Building Systems Italy Spa


 


Project & Creative direction


Lascia la Scia s.n.c.


 


Direction


Federica Allievi


 


Building


Impresa Olla


Martesana impianti


Valsecchi impianti


 


Resin


Sika Resine


 


Carpentry


Extravega Architectural Fabrications Benefit Corporation


 


Furnishings


Pedrali s.p.a


 


Lighting


Nemolighting


 


Audio system


Hi Lite


 


Video System


TecnoVision


 


Stabilized Green


CherryBlossom


 


 


 

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    Domal, a brand of the Hydro group, opens the doors of its new showroom in Milan: a permanent space where you can discover the innovations in aluminum for the sustainable building envelope, such as windows, sliding doors and curtain walls. Partners of the exhibition space are also: WICONA, Axalta, Weese, Wuerth. The project, conceived by the Milanese creative studio LASCIA la SCIA, undermines the idea of a technical-functional exhibition approach in favor of an experiential journey with a high...

    Project details
    • Year 2023
    • Work started in 2022
    • Work finished in 2023
    • Client Domal - Gruppo HYDRO
    • Contractor extravega
    • Status Completed works
    • Type Showrooms/Shops / Interior Design
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