Agnona, Showroom, Milan 2014
In 2014 Uli Wagner was commissioned by Ermenegildo Zegna to design in tandem with Stefano Pilati a new global store concept plus the Milan showroom for their high end women’s brand Agnona.
Given design references, that referred to the heritage of the brand and the look and feel of former and current collections, had to be studied and interpreted to create built – environments that would in its best way showcase and highlight Agnona’s exclusive cashmere and leather product.
Agnona’s famous black and white sixties photography and originally rather masculine clothes let to a graphically strong concept, inspired by works of Gio Ponti and industrial architecture of the machine age.
White plaster throughout the space creates a soft background to the product, while a blue gradient glass, green and dark metals, polished chrome and cream colored and anthracite ceramic define the complex material palette of the concept. Last but not least does camel colored large scale rope, used as column wrap and on freestanding elements, recall the classical cashmere-coat color.
For the showroom within AGNONA’s new headquarters and housed in an office building designed by Matteo Thun Uli Wagner renovated and built out an impressive 560 Sqm of primarily double height floor space.
Luckily Uli Wagner took over the space in a raw construction state, having therefore the chance to coordinate/ hide mechanicals in the best way. Also the lighting and shading concept could be developed from scratch in collaboration with ERCO.
Not only in regards of lighting was the showroom conceived as a flexible work space. Only the initial reception and waiting area with comfortable custom sofas are defined in allocation.
The showroom area by itself was developed with sufficient flexibility for rearrangement of the product categories and all sorts of possible future needs, like event venue for fashion shows etc.