Italian contract and furniture

BMA PROJECT - Simonetta - Harrods London
27 Aug

BMA PROJECT - Simonetta - Harrods London

Simonetta - Harrods London
The new Simonetta corner has been made by BMA - Italian contract and furniture, in the nerve center of London's shopping. BMA collaborated with the Milanese architects studio Storage Associati in this project.

The store covers a surface of 19 m2
Warm tones in different textures, an elegant gray carpet with small balls of colored felt (made to simulate candies scattered on the floor), metal details and a silver curved exhibition table: every choice has been skillfully measured to create the elegant yet playful effect that characterizes Simonetta's new brand concept.

The bright wall with clothes hangers is backlit and totally interchangeable, even by clerks themselves, without interventions of specialized workers.
The displays were designed like little houses, with two types of textures (ribbed and faux capitonné) both made with CNC machines: faux capitonnè simulates the softness of this classic finishing, but is completely realized with lacquered wood. The hangers have been entirely made in a single piece of tubular oval 15x30mm iron, polished and thereafter silvered via electroplating.
Other finishings are made of partially lacquered durmast and painted micropored iron sheet .
Simonetta children clothing was founded by Maria Bianca Mazzarini Stronati. The atelier immediately distinguished itself for the extreme refinement of materials, the details and the highly innovative design. The small atelier grown to become Simonetta S.p.a. in 1981.
Simonetta brand is now internationally spread, with over 800,000 items of clothing, distributed worldwide and is the children's clothing field leader. In 2001 Simonetta launched Roberto Cavalli Angels, other agreements were signed over time with Tod's S.p.a., LVMH and Fendi.
SImonetta's mission is “To create beautiful, fashionable collections with a distinct and recognizable style, making them with the highest possible quality and in respect for the young and their world, promoting them where there is endorsement of these principles.”

Studio Storage Associati was founded in Milan in 2001 by architects Marco Donati, Michele Pasini and Barbara Ghidoni.
The study relies on the collaboration of a group of architects and designers supporting the three founding members. Among the most important projects of Storage Associates, cited in major international magazines, we find: Premiata showroom, Dsquared in particular HeadQuarter Milan and shops in Milan, Kiev, Dubai, Hong Kong, Moscow, Istanbul.