Descending “theatre machine” transforms clothes store into mixology bar

The store is a space in which every design gesture arises from a functional necessity and nevertheless finds harmony between all the elements.
– Giorgio Di Bernardo

Visual Display have created a clothing store in Milan, Italy, that transforms into a bar at night with a lighting feature that descends from the ceiling to become a display case and counter.

The space, which opened in January, is described as a "concept store with a fluid and unexpected identity" that combines a mixology bar, café and a clothing store.

During the day, the store sells men's and women's clothing for the Slowear brand and there are places to sit and have a coffee.

In the evenings, a “theatre machine” at the centre of the space that serves as a lighting feature during the day descends and expands to envelop a clothing rail.

In doing so, it provides a counter on which for guests to rest their drinks and a display case for the clothing now contained within.

Drinks are served from a separate bar counter made of green resin with brass details, with a wall of turquoise mirrors behind the bar that reflects the bottles on display, the details of the score and light from the windows.

The store's floor is also made of green resin, with matching green and turquoise elements around the space and pale walls that provide brightness and contrast.

Giorgio Di Bernardo, CEO and founder of Visual Display, said to CLAD: "The store is a space in which every design gesture arises from a functional necessity and nevertheless finds harmony between all the elements."

Visual Display  clothing  store  bar  Milan  Italy 
Visual Display have created a clothing store in Milan, Italy, that transforms into a bar at night with a lighting feature that descends from the ceiling to become a display case and counter. The space, which opened in January, is described as a "concept store with a fluid and unexpected identity" that combines a mixology bar, café and a clothing store. During the day, the store sells men's and women's
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DJW offer a way to interpret your story through the use of technology. We can provide Audio Visual consultancy to assist in the planning stage, follow up with AV system design, supply and installation, and provide a bespoke control system to suit your operational needs.
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