ELLE DECOR CONCEPT STORE – INTERIORS AND DIGITAL EXPERIENCE
Lema@Fuori Salone 2017
Palazzo Bovara, C.so Venezia 51, Milan
On the occasion of the Milan Design week, LEMA has partnered with the Elle Decor Concept Store, curated by the renowned international furniture, design and architecture magazine, in collaboration with the sociologist and essayist Francesco Morace, H-ART
and the Italian-Danish designers GamFratesi.
The installation in the evocative Palazzo Bovara is an immersive experience dedicated to new trends in the retail field and examines, through the setting and from a sociological point of view, the “new shopping experience”, the new relationship of the consumer and retail in the digital age.
Particular attention has been paid to design and fashion, for which Milan is justly famous. The store evolves following the new trends in the retail world and a new buyer concept: not only a simple customer, but the person in the centre of the consumer experience.
The exhibition, curated by GamFratesi, has invited visitors to discover the products along a flexible and interactive exhibition itinerary that stretches along the indoor and outdoor spaces of Palazzo Bovara.
LEMA, in particular, has been a protagonist in the “Gallery”, a sophisticated dining environment alongside an elegant library, enclosed by a grid that represents the abstraction of a store space, personalised with a Selecta bookcase by Officinadesign Lema, the Eydo dormouse by Francesco Rota, the Graceland table by Christophe Pillet and the Bai Lu chair by Neri & Hu.