Milan's Quadrilatero della Moda as background, via Montenapoleone as a red carpet that leads to one of the most elegant and exclusive clothing, lingerie and beyond boutiques. A name, La Perla, that is deeply rooted in Italian traditions: established in 1954 by the courageous and talented Ada Masotti, it became an internationally renowned brand throughout the years. Elegance, sophistication, quality and tradition: the dream of creating a lingerie atelier based on Italian silk manufacturing experience has been a reality for years.
A two-floor boutique, where the main staircase, finished with marble and brass, captures the eye. Large carpets lying on the marble floor, velvet sofas and metal tables. Are only a few of the elegant and seductive temptations that characterise the new La Perla Boutique on via Montenapoleone in Milan. The project, realised by architect Studio Baciocchi, Arezzo - which has been collaborating with the Company since 2015, working in Europe, Asia and the US - was backed up by Zumtobel, for what concerns illumination engineering, maybe never as vital as in this case to help bestowing a sensation of exclusivity upon the whole environment.
Big light-boxes in the display window, with screen prints of La Perla's iconic images, welcome the customers through the streets of the Quadrilatero. The ground floor space is divided by the staircase in the middle and that's where new collections are showcased, while the upper floor features single lounge-rooms that host womenswear collections and accessories. But there is also a space dedicated to custom confections.
Visiting La Perla's boutique is a unique experience: the search for beauty, elegance, peculiarity reaches its peak with gold-coated brass space-dividers and large coloured mirrors, inspired by the weave of tulle and representing the distinctive feature of the brand and its creations. The marble floors are combined with large carpets, which are, in turn, referenced by the cyma pattern of the ceiling where the lights are installed.
And here's the lighting: in this scenario where everything is planned to the tiniest detail, Zumtobel's precious work takes place, based on an important and decisive scientific study concerning the choice and the installation of lights in stores. Ths is Limbic® Lighting, carried-out by Zumtobel together with Gruppe Nymphenburg, where the reactions of customers to different types of lighting in shops have been empirically recorded. A customer-suitable lighting design, capable of guaranteeing a sales increase up to +10%, was achieved. This is because even the slightest changes in lighting that were proposed can lead to very different reactions in customers.
For the "La Perla" store in Milan, SUPERSYSTEM II and SUPERSYSTEM were used. This product was chosen due to its flexibility, since either spotlights or linear elements of various size and power can be implemented to fulfil different needs. In this case, to best compliment the showcasing structure realised upon architect Baciocchi's design - which used metal frames combined with shelves and transparent display units - an integrated lighting system capable of valorising its elements, without being noticeable, was created.
It features spotlights of two different sizes with a respective power of: M 8.2 W with 550 Lm and L 22.3 W with 1250 Lm. The temperature of light is the same in the whole shop, 3000 K, with a chromatic output higher than 90, so the garments on display perfectly reflect their actual colours. The output, studied together with the architect, consists of light beams of different amplitudes and required the implementation of three kinds of spotlights, with different lenses: Flood (for a total of 68), Wide Flood (72) and Spot (5). SUPERSYSTEM guaranteed the installation of 24 encased spotlights for the large central staircase, which is key to the whole project.
The final result was a full celebration of the boutique's colours, such as purple, light blue and pink for the walls, carpets and seats. Also glare on the large metal tables with transparent shelves, where the collection's items and accessories are displayed, was successfully avoided.
Client: La Perla Retail
Architect: Studio Baciocchi
Designer: Architect Fabio Caporali