FOPE FLAGSHIP STORE PIAZZA SAN MARCO VENICE

A lightweight intervention

Year
2014/2015

The first and only own-brand Fope store is in St Mark's Square, under the vaults of the imposing Procuratie Vecchie in the heart of Venice. The new store recreates a lagoon-like mood, with calm, opalescent lighting, a far cry from the glittering signs and illuminations of the other businesses. This elegant and moderate approach complements the adjacent Olivetti Store, bringing another Scarpa-influenced interpretation to this Venice setting.

Il primo e unico monomarca Fope si trova a in piazza San Marco sotto le volte delle imponenti Procuratie Vecchie, nel cuore di Venezia. Il nuovo store ricostruisce un’atmosfera “lagunare” di calma luce opalescente, ben lontana dalle rutilanti illuminazioni e insegne degli altri esercizi. Un intervento elegante e misurato, che si confronta con rispetto all’adiacente Negozio Olivetti, riattualizzando l’interpretazione scarpiana del contesto veneziano.

In Italiano

Client
Fope Spa
Location
Venice
Status
Completed
Size
45 sqm
Team
direction of the projects Flavio Albanese

Flavio Albanese
founder & partner

Flavio Albanese (1951), is founder and president of Asastudio. A self-taught man whose training did not follow the more usual academic route, he began to show interest in shapes and design as a very young boy, and he gradually added many strings to his bow in all sectors of architecture and design. He has held courses at the École Polytechinique Fédérale in Lausanne and at the Art Institute in Chicago (1980), at Yale University (1983), at the University of Architecture in Delft (2005), at the University of Florida (2006), at the Fundacion Proa de Buenos Aires (2008) and frequently at the most important Italian universities. He has also held two workshops at the international summer school of the Architecture School in Venice in 2009 and 2010. He was a member of the Confindustria Vicenza committee from 1998 to 2001, the Domus Academy Scientific Committee (2004-2005) and the MIart Committee of Honour (2009 and 2010), director of the Officina del Porto di Palermo (2006-2008), vice president of the Andrea Palladio Architecture Firms International Centre (2011-2015) and president of the Fondazione Teatro Comunale Città di Vicenza (2010-2016). From 2007 to 2010 he was asked to head Domus, the prestigious international architecture, design and contemporary art magazine. Together with his brother France, he founded Asastudio in Vicenza in 1987, whose projects have appeared in the most important architecture and design magazines. The Neores project was selected for the Mies van der Rohe Foundation European Union Prize for Contemporary Architecture, and Asastudio took part in Venice's Architecture Biennial in 2004 and 2006. Flavio is an avid reader and bibliophile (his library, which is open to the rest of the firm, contains more than 15,000 volumes) and he is a connoisseur and collector of contemporary art. He is currently a member of the Unicredit Triveneto Advisory Board.

Franco Albanese

Franco Albanese
partner & executive director

Franco Albanese (born in Vicenza in 1958) has worked in the world of architecture and design since 1976. He graduated from the Architecture School in Venice in 1986 and the year after he founded Asastudio in Vicenza with his brother Flavio. Since then he has been the firm's CEO and Technical Manager, and this role has led him to playing his part in the creation, development and execution of the most important projects. As designer and operations manager he oversaw: the Faculty of Veterinary Medicine at the University of Padua (1997); “Neores”, the production site and headquarters of Sinv Spa in Schio, Vicenza, (selected for the Mies van der Rohe Foundation European Union Prize for Contemporary Architecture in 2003); the project for the Town Hall of the Municipality of Grumolo delle Abbadesse, Vicenza (1999); “Morimondo 17”, the industrial reconversion of the Sinv spa premises in Milan (2000); the headquarters of Margraf in Chiampo, in the province of Vicenza (2006); and the redevelopment of the “Cava di Mursia” on Pantelleria (2010). He also supervised the design of the Mestre bypass (2004), the “Rocco Forte Verdura Resort” in Sciacca, in Sicily (2005), the expansion of Pantelleria Airport (2006) and the new Rinascente in Palermo (2007). In recent years, he has increasingly concentrated on reconverting urban industrial areas, which has become a key theme of Asastudio's philosophy.

project administrator Anna Tozzi

Anna Tozzi
senior interior designer

Anna joined the firm in 1982 after graduating from art high school. She has made her own contribution to Asastudio's growth and development, helping shape its distinctive style and sensibility. An interior designer with a particular flair for design and colour, Anna has always been interested in interiors, the spatial arrangement of items, and proper and elegant proportion between tones and volumes, working on projects from their concept to their design, coordination with suppliers and relations with clients. Today she is one of the pillars of Asastudio, and the point of reference for the most important interior design choices. Over time her colour palette has concentrated on soft shades, and the colour she undoubtedly uses most is beige, in all its tones. Anna loves nature, animals, baggy, warm cardigans and monographs by Liagre, both for pleasure and necessity,

team Andrea Garzotto

Andrea Garzotto
architect

Andrea is an architect who specialises in image rendering of projects and 3D models and joined Asastudio in 2007. Virtual rendering and 3D models are a key aspect of every level in architectural projects, which is why Andrea is involved in all the firm's most important projects. Besides rendering images, he also works in interior design and architectural design. After spending a year and a half in Porto, where he fell in love with black and white images, he graduated in architecture from the IUAV in Venice in 2006. In December 2012, he opened "Incipit", a collective space and laboratory for the visual arts. Andrea is a freelance photographer, and considers himself to be a precursor to selfies and a wannabee biker. Travelling is an integral part of his life and his photography. He loves the Berghain in Berlin and wines that have bubbles.

Filippo Zampese

Filippo Zampese
architect visualizer

Filippo was born in 1984 and became an architect when he graduated in Construction Architecture from the IUAV in 2010, specialising in Digital Architecture for his master's also in Venice in 2010. He joined asastudio in 2015 and he deals with 3D design and models, prototyping, rendering, and post-production of images and videos. Before arriving in Vicenza, he worked in Maastricht at SatijnPlus Architecten, in Milan for Cino Zucchi Architetti and in Rome for Fuksas Architecture. When he's not designing, Filippo is a musician and composer for the band A New Silent Corporation, with whom he has recorded two albums of post-rock instrumental music (Everything Is Exactly As It Seems, 2009; Odyssea, 2016). He plays electric guitar (for which he has a collection of pedals that he doesn't know how to use) and piano. He loves dogs and hates people who talk on trains, which perhaps explains why he would like to have been an astronaut.

Images credits
Giustino Chemello
Video credits
Muvistudio
Website
www.fope.com/en_it/venice/

Two of the four arches of the Procuratie Vecchie are home to the Vicenza-based fine jewellery makers.  The other two arches are occupied by the Olivetti store, designed by Carlo Scarpa in 1958, renovated in 2011, and managed by FAI as a “museum”. The Olivetti store has a “lagoon-like” feel with calm, opalescent lighting, that is different from the signs and illuminations of the other businesses: the spatial relationship between the interior and the exteriors is reinstated, and there is a silent continuum between public and private in terms of mood. Of the recently opened international brand stores in the Procuratie Nuove, almost none has considered the problem of the relationship with its setting: they have all prioritised the global corporate character of the brand, that makes all shopping streets around the world anonymous and all the same. The project for the new Fope Flagship Store, on the other hand, reinstates a proper relationship with the surroundings (St Mark’s Square and the Olivetti Store), and is a job of very high quality in keeping with the setting. Some of the architectural elements reflect the influences of the renovated Scarpa store: the same strip effect on the ground, the lines and cornices on the capitals return, there are no protruding, blindingly bright windows, and, most importantly, the watery-lagoon feel that makes this small corner of the Procuratie Vecchie so pleasant is maintained. The project involved two three-section symmetrical windows with profiles and corners in burnished brass. The entrance is a hinged door with a burnished brass doorknob that matches one of the three-section profiles.  The cornice above the architrave was rebuilt, to make it continuous once more with the other shops.  The pilaster strip and all stone materials were salvaged and restored.  The business’s logo is positioned – like the others in the Square – in the stone cornice above the window. In the interiors, the colour palette is subdued and elegant, with woods, brass and a cream colour dominating.

Due dei quattro archi delle Procurate Vecchie di Venezia sono destinati a ospitare un’azienda di gioielleria vicentina di alta qualità. Gli altri due archi sono occupati dal negozio Olivetti progettato da Carlo Scarpa nel 1958, sottoposto a restauro nel 2011 e affidato in gestione al FAI come spazio “museale”. Nel negozio Olivetti è percepibile un’atmosfera “lagunare” di calma luce opalescente, diversa dalle illuminazioni e insegne degli altri esercizi: un ripristinato rapporto spaziale tra interno ed esterno, un silenzioso continuum atmosferico tra pubblico e privato. Dei recenti negozi aperti nelle Procuratie Nuove da grandi brand mondiali, quasi nessuno si è posto il problema del rapporto con il luogo che li ospita, privilegiando il carattere aziendale e planetario del marchio, che rende anonime e tutte uguali le strade commerciali del mondo. Il progetto del nuovo Fope Flagship Store ha cercato, al contrario, di ricostruire una corretta relazione con lo scenario circostante (Piazza san Marco e Negozio Olivetti), e realizzare un intervento di alta qualità, nel rispetto del contesto. Alcuni elementi architettonici si allineano ovviamente al restaurato esempio scarpiano: il rispetto della fascia a terra, il ripristino dei fili e delle cornici sulla sommità dei capitelli, l’assenza di vetrine aggettanti e troppo luminose e, soprattutto, la salvaguardia di quell’atmosfera acqueo-lagunare che rende gradevole questo piccolo frammento di Procuratie Vecchie. Il progetto prevede due vetrine tripartite e speculari, con profili e squadrette in ottone brunito. L’ingresso è garantito da una porta a battente con maniglia in ottone brunito corrispondente a uno dei profili tripartiti. La cornice sovrastante l’architrave verrà ricostruita, ripristinando una continuità con gli altri negozi. La lesena e tutti i materiali lapidei saranno oggetto di recupero e restauro. Il logo dell’esercizio commerciale verrà posto, come negli altri esercizi della Piazza, all’interno della cornice lapidea sovrastante la vetrata. All’interno, la palette dei colori è controllata ed elegante, orientata sui legni, sull’ottone e sul bianco crema.

In Italiano