- Interior
- Architecture & development
In the heart of Milan, Polène’s new flagship store is opening with an interior design that revolves entirely around the experience of the space. On the stately Via Manzoni, the shop has an understated presence that complements the city’s historic character. Behind the austere façade, an interior unfolds that gently draws visitors deeper into the space via a carefully crafted sequence of interconnected rooms.
The project was designed by Norm Architects. Their architecture is rooted in a keen sensitivity to atmosphere and detail. Based on this vision, they developed a retail concept for Polène that showcases the products whilst also making the brand’s craftsmanship and identity tangible within the architecture. Upon entering, a strong visual line immediately emerges through the interior. The successive passageways create a natural rhythm, encouraging visitors to intuitively walk further from room to room. Each room possesses its own atmosphere and unique experience of the materials, whilst the cohesion between the different zones is maintained. The inspiration for this comes from classic Milanese interiors, where richly detailed spaces are often concealed behind discreet façades. 
The inspiration for this comes from classic Milanese interiors, where richly detailed spaces are often concealed behind discreet façades
Materials form the core of the design and define the atmosphere of every space in the building. Stone introduces a raw, mineral quality, whilst leather adds softness and tactile warmth to the interior. Further on, wood brings a warm glow to the interior with surfaces that emphasise the material’s natural character. At the end of the route, a more earthy environment emerges, where clay and handmade brick provide depth and texture. This allows each material the opportunity to express itself within a carefully constructed spatial experience. 
The shop thus transcends the classic idea of a retail environment and feels more like an architectural journey in which attention to detail takes centre stage. In this new Milanese flagship store, they translate their vision of craftsmanship into an interior in which architecture and materials take on a powerful presence. 
Photography by Jonas Bjerre-Poulsen
Text by Melissa Helsen