The students of Domus Academy Master in Interior & Living have investigated new display scenarios in the retail context.

During the workshop, the students, divided into groups and guided by the mentorship of Aoi Hasegawa, Programme Leader of Domus Academy, and by the Project Leaders Marina Baracs and Laura Micalizzi, discussed the exploration of new retail context – inspired by Valcucine’s product and philosophy.

Domus Academy’s work introduces the showroom space conceived as a multifunctional place for displaying products through an emotional impact.

Fluidity

Our proposal represents the art of Fluidity . Fluidity means to reflect the state of matter in which the structure changes constantly and spontaneously. It is the state of uncertainty and flow. According to the different natural forms of water, we extract different shapes of water and use them in our design. The context is to understand the idea behind the problems faced by the clients entering the store in understanding and on the other hand with Valcucine with selling their product. The concept of Fluidity It is extracted through one of the four elements of the Valcucine logo. We use different areas of the store to create an eclectic vision for the people entering. The AI screens and touch panels and the new norm and information which doesn’t rely on getting it from a person only , helps in a very different and comfortable way.

Authors:
Xinran Gu
Xiatong Zhang
Pratiksha Prakash Reddy
Sanya Singh Loomba

Nature of Space

 

Our project is inspired by  “The nature of space” , which is a component of biophilic design. The design statement is derived from shape of leaf and valcucine logo, and material repectively. We conducted primary and secondary research and attempted to address the showroom’s shortcomings. Our project’s key features include a triable kitchen area, an experiment area, and a juice bar. All of the materials used in our project are environmentally friendly, such as mesh, wood, and stone. We created a multi-functional space that allows customers to experience each area of the showroom. A customer journey path has also been designed to encourage visitors to explore the entire showroom through flooring and ceiling.

Authors:
Nikita Agarwal
Rashi Bansal
Melisa Danaci
Berra Topbas

 

Designing Moments

Relate the concept and journey together more and show clearly how it is a one story. Use either the acrylic tubes or strings, only one language with the seperators. It works through moving from one stage to another, getting closer and forming an intimate connection with Valcucines kitchen, materials and designs, having some good time, enjoying the experience, and bringing people together. The pathway takes the clients from one stage to another gradually, where they can look at the kitchen and their design, use it and enjoy some appetizers and welcome drinks from the chef and see the mechanism, a lounge for memories with Valcucines Family wall and downstairs with a dramatic mood through lightings and materials, where you can see valcucines smart kitchens and mechanism and exceptional materials and a lounge to choose the materials based on your space, taste and preferences. Using fabric strings from Peroni to allow visual connection between spaces and be more fluid and organic to change and adapt. Acrylic tubes as more affordable, creates visual connection, and interesting light setting.

Authors:
Habiba Moemen
Lara Omeroglu
Irem Gunes
Even Gunes

Speakeasy V

Speakeasy V was born as a project that seeks to reinterpret the traditional concept of showroom. Transforming it into a space, not only to show the product, but to encourage socialization. In the case of Valcucine, a brand specialized in kitchens, we found it necessary to create a space where the user (and possible future client) has the opportunity to see the product in full operation (Cooking Workshops, cocktails, culinary events, etc.) In this way, the traditional showroom concept, where the product is usually displayed immaculate, is left behind, and gives rise to a new concept that invites you to see the product in full useful life, showing it as it would be for a potential customer.

Authors:
Jinyu Gu
Yuhang Chen
Runzhou Gao
Adria Vilar Guillen

Valeaf

The name of our concept is “Valeaf”. As the name explains itself we decided to take our inspiration from the nature. We looked on a leaf under the microscope and took the organic shapes the leaf veins are creating for our design. Organic forms are unique shapes that represent the nature as in nature nothing has the same form as something else. We chose to combine the organic shapes with straight lines, as this reflects the harmony between the straight lined and unique design of valcucine and their love to nature. For the ground floor, we focused on five significant points: Space dividers, exhibition area, lighting system, core piece and the staircase element which shows its design for all the floors. For the basement we focused on the customization zone, meeting point, waiting area, space dividers and lighting system. For all the important points we are showing our design with the unique organic shapes in different functions.

Authors:
Melis Eruz
Elene Kanchaveli
Eleni Zachariou
Bianca Fink

Elements

Our project analysis began with a visit to the Valcucine showroom in Brera. We wanted to add some details that would make the showroom even more engaging.

Our inspiration was based on the Valcucine logo representing 4 petals, linked to 4 different elements: Fire, Water, Earth and Air. After a group brainstorming session, we chose several keywords: Contrast between fluidity and rigidity, Transparency, Harmony of the elements, Sustainability, Interaction & Experience design. Our goal was to find a way to include and enhance this logo in the space, in the different kitchens and during the entire customer experience through the senses.

First, we decided to assign each element of the logo to the kitchens according to their characteristics, functionality, materials and shapes. Assigning the elements of the logo to the kitchens will make the names of the kitchens clearer and help visitors get to know the products better. In addition, we created a welcome area that includes a juice bar, using the Logica Celata kitchen.

Combining logo elements to kitchens, drinks and senses will create a whole experience, not only a visual one but educational one.

Authors:
Rana Abi Nader
Sena Özgürcan
Halit Besli
Ayse Ozyigit

 

The Grids

The Grid is idea about overall project so its helps for focusing on the zoning of showroom and also aded some vegetation for cool climates. Also used sitting and waiting area as a opportunity in grids. Also changed the prospect of human because the grid is noat just them or concept its element in design which pays different ways in different areas and its creat different space. Also digital distribution table change the customer thought process and its justified about Valcucine kitchens.

Authors:
Masoom Oswal
Rashi Agarwal
Sarang Yadav

Back to the future

As an interior design project made for the Valcucine’s showroom, a high-end kitchenware brand. It aimed to break through the existing limitations of Vaculcine’s showroom, making it more attractive for the customers, more flexible, and giving the possibility of being applied in other places, such as other showrooms or stands in events. Through the excavation of the Italian architecture history and valcucine’s, we used “back to the future” as the concept.Thus, we create a time tunner through a flexible curtain system and reset some space attributes, so that people could interact more with the products, which strengthen the brand awareness.

Authors:
Aarya Koshire
Lu Yingchen
Natalia Escaleria
Siddhi Zaveri