Describing a door
The Lualdi showroom at Foro Buonaparte 74 in Milan reopens to the public as a new mono-brand space, the result of a restyling project by Piero Lissoni that brings to the fore the very modern and international soul of the company.
The location is the same, the former Olympia Theater, a cherished place for Milan in the early 1900s and one that has now been home to the Lualdi brand for many years.
1 AUGUST 2021
“We thought of the new showroom as an international showcase for the company’s products and philosophy – says Pierluigi Lualdi, Marketing Director and Head of the Contract Division. More than a space, an itinerary that narrates the Lualdi concept of living to all our stakeholders, with solutions that combine research, technology, craftsmanship and customization”.
The new mono-brand store is in fact part of a broader corporate strategy aimed at creating new spaces in principal cities worldwide, with the purpose of increasing the export share which has stood at around 65 percent over the last three years. “We are examining some locations in Italy and abroad – concludes Pierluigi Lualdi – that could be opened both directly and in partnership with our local distributors in order to consolidate our presence in our key markets of Asia, Russia and America, evaluating the possibility of expansion into new countries”.
And while Lualdi looks to the future in an international context, it also maintains its origins and its connection with Milan, the city to which it is intrinsically linked and to which it owes the origin of its success as Olga Lualdi, the Communications Manager, explains: “Milan has a strongly symbolic value for the brand because our history as a design company began and developed thanks to the close relationship with those architects who were the driving force behind the city’s reconstruction that began in the 1950s, in particular Luigi Caccia Dominioni, the foremost exponent of that Milanese style that marked the history of design and architecture of the second half of the 20th century. Products such as the LCD62 or the Super door several years later are the perfect symbols of that industrial turning point which over the years has developed and evolved, so determining the company’s entry into the world of design”.