Valextra Meets Studio Temp

For our second collaboration with the Bergamo-based Studio Temp, the design collective created an exclusive window display at Rinascente to debut our Assoluto collection and transformed the Valextra flagship on Via Manzoni from shop to spa on the occasion of Salone del Mobile. In doing so, they placed our artisans and their attention to detail centrestage. Here, they tell us about their approach to this special project and how it connects us all to Milan.

Valextra: How does it feel to be working with Valextra on the occasion of Salone del Mobile?

Studio Temp: We’re very grateful for this collaboration. Valextra presented us with the opportunity to work together while also giving us an ample range of creative freedom that we’re excited for people to experience.

V: In what ways does the installation reflect or represent Milan?

ST: More than representing Milan as a ‘city’, we would say the installation reflects the role of Milan as an international design avant-garde – where innovation stems from a deep history of skilled craftsmanship.

V:How did you interpret the creative brief?

ST: Together with the team at Valextra, we created evocative worlds based on new, innovative chapters of the brand. We focused on balancing key contrasting concepts, such as light and dark, hard and soft. The identity of Valextra Vocabolario emerged from this tension and created a new brand language.

V: How, the installation in Rinascente, has realized this creative brief?

ST: Rinascente is the stage in which Valextra Assoluto debuts. There, you’ll go on an exploration as you experience the brand’s innovation, through the introduction of new materials.

On the exterior, we collaborated with architect Luca Toniolo by creating a stealthy appearance with dark displays and small windows that provide just a hint of what’s inside. Once you enter the space, you’re greeted with an exciting contrast of elements as you’re surrounded by the all-black collection displayed on raw, aluminium panels atop a light pink, soft floor. They’re the same materials we used in the Via Manzoni flagship store.

V: How do you think Valextra Vocabolario encapsulates the Valextra DNA?

ST: Since Valextra’s inception, fine metalwork has always characterised the brand’s DNA. We elevated this element by transforming what was previously subtle and discreet in the bags, into something large, loud, and the protagonist of the brand in the popup.

 Additionally, by playing with this idea of contrasting elements, the space contains a gentle pink flooring surrounded by stark, metal panels in a constant juxtaposition of soft and hard. Our additional interpretations of Iside Onda and Valextra SPA continue this dialogue between cold technology and warm comfort.