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Retail Design

Challenge the Expected

Il concept Challenge The Expected ha guidato lo studio, la progettazione e la realizzazione del primo flagship store di AEG, brand del gruppo Electrolux, negli spazi del MediaWorld di Viale Certosa a Milano.

Lo Space Design Aeg si è sviluppato su 50mq in cui integrare lo show room e l’area esperienziale per le manifestazioni di show cooking con Brand Ambassador e Star Chef.

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["ag-post-interview-mag-thumb-feed"]=> string(71) "https://www.arteficegroup.com/media/aeg-allestimento-finito-850x600.gif" ["ag-post-interview-mag-thumb-feed-width"]=> int(850) ["ag-post-interview-mag-thumb-feed-height"]=> int(600) } } [5]=> array(24) { ["ID"]=> int(5968) ["id"]=> int(5968) ["title"]=> string(14) "numeri_aeg_ita" ["filename"]=> string(26) "numeri_aeg_ita-scaled.webp" ["filesize"]=> int(110042) ["url"]=> string(62) "https://www.arteficegroup.com/media/numeri_aeg_ita-scaled.webp" ["link"]=> string(120) "https://www.arteficegroup.com/lavori/progettazione-e-realizzazione-della-nuova-boutique-di-aeg/attachment/numeri_aeg_ita" ["alt"]=> string(0) "" ["author"]=> string(1) "9" ["description"]=> string(0) "" ["caption"]=> string(0) "" ["name"]=> string(14) "numeri_aeg_ita" ["status"]=> string(7) "inherit" ["uploaded_to"]=> int(4573) ["date"]=> string(19) "2023-05-04 14:28:17" ["modified"]=> string(19) "2023-05-04 14:28:34" ["menu_order"]=> int(0) ["mime_type"]=> string(10) "image/jpeg" ["type"]=> string(5) "image" ["subtype"]=> string(4) "jpeg" ["icon"]=> string(66) "https://www.arteficegroup.com/wp-includes/images/media/default.png" ["width"]=> int(2560) ["height"]=> int(2560) ["sizes"]=> array(42) { ["thumbnail"]=> string(63) "https://www.arteficegroup.com/media/numeri_aeg_ita-150x150.webp" ["thumbnail-width"]=> int(150) ["thumbnail-height"]=> int(150) ["medium"]=> string(63) "https://www.arteficegroup.com/media/numeri_aeg_ita-300x300.webp" ["medium-width"]=> int(300) ["medium-height"]=> int(300) ["medium_large"]=> string(63) "https://www.arteficegroup.com/media/numeri_aeg_ita-768x768.webp" ["medium_large-width"]=> int(640) ["medium_large-height"]=> int(640) ["large"]=> string(65) "https://www.arteficegroup.com/media/numeri_aeg_ita-1024x1024.webp" ["large-width"]=> int(640) ["large-height"]=> int(640) ["1536x1536"]=> string(65) "https://www.arteficegroup.com/media/numeri_aeg_ita-1536x1536.webp" ["1536x1536-width"]=> int(1536) ["1536x1536-height"]=> int(1536) ["2048x2048"]=> string(65) "https://www.arteficegroup.com/media/numeri_aeg_ita-2048x2048.webp" ["2048x2048-width"]=> int(2048) ["2048x2048-height"]=> int(2048) ["homepage-featured-post"]=> string(63) "https://www.arteficegroup.com/media/numeri_aeg_ita-580x360.webp" ["homepage-featured-post-width"]=> int(580) ["homepage-featured-post-height"]=> int(360) ["ag-project-card-image"]=> string(63) "https://www.arteficegroup.com/media/numeri_aeg_ita-560x560.webp" ["ag-project-card-image-width"]=> int(560) ["ag-project-card-image-height"]=> int(560) ["ag-project-card-image-mobile"]=> string(63) "https://www.arteficegroup.com/media/numeri_aeg_ita-350x350.webp" ["ag-project-card-image-mobile-width"]=> int(350) ["ag-project-card-image-mobile-height"]=> int(350) ["ag-last-post-thumb"]=> string(63) "https://www.arteficegroup.com/media/numeri_aeg_ita-570x490.webp" ["ag-last-post-thumb-width"]=> int(570) ["ag-last-post-thumb-height"]=> int(490) ["ag-post-16_9"]=> string(64) "https://www.arteficegroup.com/media/numeri_aeg_ita-1180x560.webp" ["ag-post-16_9-width"]=> int(1180) ["ag-post-16_9-height"]=> int(560) ["ag-post-mag-evidence-16_9"]=> string(64) "https://www.arteficegroup.com/media/numeri_aeg_ita-1820x900.webp" ["ag-post-mag-evidence-16_9-width"]=> int(1820) ["ag-post-mag-evidence-16_9-height"]=> int(900) ["ag-post-interview-mag-thumb-16_9"]=> string(63) "https://www.arteficegroup.com/media/numeri_aeg_ita-830x400.webp" ["ag-post-interview-mag-thumb-16_9-width"]=> int(830) ["ag-post-interview-mag-thumb-16_9-height"]=> int(400) ["ag-post-interview-mag-thumb-feed"]=> string(63) "https://www.arteficegroup.com/media/numeri_aeg_ita-850x680.webp" ["ag-post-interview-mag-thumb-feed-width"]=> int(850) ["ag-post-interview-mag-thumb-feed-height"]=> int(680) } } }

Tutti gli elementi espositivi per l’allestimento della cucina sono posizionati in un’unica direzione rivolta verso una gradinata a scomparsa: che permette al pubblico di sedersi comodamente per assistere all’evento. Quando non è più necessaria la gradinata scompare all’interno della parete, liberando spazio.

Un grande “albero” di metallo con tre tronchi di appoggio sul pavimento rappresenta la struttura portante di tutta l’installazione della boutique.

I “rami”, insieme a pannellature in legno nero, creano delle grandi nicchie espositive incorniciate da strisce di luce.

Tutta la struttura espositiva centrale è sospesa come se levitasse sul pavimento ed illuminata in modo da valorizzare il design dei prodotti Aeg.

La combinazione di colori e dello spazio insieme a quella delle luci punta a creare un ambiente raffinato.