Location: SEOUL, South Korea 100 sqm 2013
Client: Cavalleria Toscana SPA
Type: Retail

Area-17 developed the concept for Cavalleria Toscana’s flagship stores. Cavalleria Toscana is an historic Italian brand, made up of two souls: horse-riding apparel and everyday sportswear. The first two stores will open in Seoul, in the Shinsegae Main and Gangnam buildings.

The design takes inspiration from the beautiful Tuscan countryside, the perfect setting for a horse ride. Walls are made of wooden panels, which still show marks of manufacturing, and it evokes the pleasant smell of natural essences in the air. Iron details and heavy crimson drapes complete the country-chic atmosphere.
Glass volumes intersect with the space and gather in the saddlery, the core of the store, where products for equestrians are displayed as jewels in a showcase. A light iron framework acts as a filter between the volumes of light and the last room, which on occasion can be completely separated to create a private area.

 

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SINGAPORE 90 sqm 2020

A giant octopus animated for few months the ION Orchard shopping centre’s atrium. It belonged to Panerai pop-up store, a nautically-themed universe set up to not only celebrate the 70th anniversary of the Panerai Luminor, but also serving as temporary holding grounds whilst its flagship boutique within the same mall underwent a refurbishment. 

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HONG KONG, China 240 sqm 2019

Area-17 worked together with Juventus FC team to design the new company’s APAC offices located in the Central district of Hong Kong, one of the most renowned international business hubs. The leading ideas behind this overseas agency are strengthening the brand’s awareness worldwide and fostering a close relationship with global and regional partners.