The DIVO boutique, realized by Giorgio Cerrai and Fabio Barluzzi in collaboration with Barbara Ponticelli, is designed as a walk through fashion and architecture that interact to create a continuous atmosphere of discovery. Located in the province of Pisa, in Tuscany, in an environment poor of attractive elements, the store attracts from the outside for its contemporary linguistic vocation.
The idea is to give life to a path to encourage the visitor’s imagination. Once you have crossed the entrance, you can choose to advance through one of two parallel paths that run around the show room and that are flanked by stands and niches dedicated to clothing.
One of the paths, the longest, suggests the idea of the walkway, towards a glazed mirror designed to carry the visitor to the boundaries of his own imagination. A camera, in fact, takes the person from behind while approaching the mirror – real border of the store – on which his silhouette is projected. Advancing toward the mirror, the projected figure moves away, increasing the distance between reality and imagination. The architecture then tells about fashion through a dynamic game in which the visitor becomes the protagonist of a promenade that triggers emotion and surprise. The evanescent and ethereal atmosphere is corroborated by the translucent walls that allow you to catch the silhouettes wherever you are.
The theory of the glass sheets (exhibitors) that from the ceiling goes down to the floor reinforces the dreamy environment. The project’s colours are white for all vertical elements, black for the horizontal ones, dark gray for the shelves. To play down the severity of the chromatic framework there is the bright red wall where the counter is placed.
Place: Santa Maria a Monte, Pisa, Italy
Surface: 470 sq.m.
Status: Completed 2003