For me, designing a space is not trying to fill in gaps,
but to try to create elements that can be perceived as a value.
Therefore the product is the absolute protagonist.
I have been doing this job for several years. It has been 14 years.
Initially, there were only a few stores and they were mainly outsourced.
Today, we personally choose suppliers and materials and evaluate the layout.
And then build from scratch, following sales managers’ recommendations.
So in their zoning, in their finishes and evaluations of time and costs
until you see it coming true, going to the site and touching what has been done.
This is the most interesting aspect of the work. To be able to see what you have created on paper turning into something tangible.
The store serves to create a mood or state of mind.
When a customer enters the store, when they see it from the street, they should understand that Canali products are there.
Upon entering our shops, the space must allow total visibility of the product throughout the entire depth of field.
It is very important to create carpets that are not too soft when walking on them,
or a marble floor that does not have a high reflectivity that could overwhelm the customer.
Our products are of high quality so their materials must be perfectly displayed to read the fabrics well,
We must have a light under shelves to illuminate products in a perfect professional way,
to not have the problem of seeing a product inside the store with a different color than what is perceived outside.
All of the shops in one way or another have characteristics that distinguish them.
The one that gave me the most satisfaction, was that of Madison Avenue.
In 2013, Paolo Canali decided that this store could be built internally so the project was entrusted to me.
It was a 500-meter flagship, on two levels with the need to go and demolish the existing space.
It was really important. It was massive, tiring.
However, the more challenging, in the end the satisfaction was greater.
Working here makes me happy because I can make my visions come true.
I can see from start to finish what I accomplish.
This is something you usually can hardly see.
This makes me happy because it satisfies me as a professional and as a person, too.