Vincenzo Dascanio

The design team led by Arch. Claudia Baldi collected and reworked suggestions on uniqueness, excellence, love for fashion, and denial of conventional solutions, synthesizing them into an original and innovative mood.
The new Vincenzo Dascanio space in Milan is imagined as a fashion Maison where flowers are treated as precious fabrics, artfully assembled to give life to unique sartorial creations.
Compositions that know how to be in tune with current trends but, like an authentic sartorial dress, tell of ancient wisdom and a timeless taste.
Cabinets that surprisingly contain flowers, hangers where bouquets are “hung,” mirrors, and glass animate this space where everything speaks of craftsmanship —starting with the work tables, unique pieces that, with skillful manual intervention, have been decorated with a collection of old clothing patterns.
As a backdrop to these precious objects, we find a sizeable backlit wall with display shelves decorated with hangers and a massive closet for storing flowers.
A system of cylindrical displays referencing the tailor’s fitting platforms completes the suggestion.
An area is dedicated to the most prized flower, the orchid. Flowers become the absolute protagonists, standing out against the background of dark walls and whose charm is amplified by a clever play of mirrors.
A large glass chandelier overtakes the orchids, displayed like precious jewels. Customers can admire them one by one before choosing.
The store is organized on two floors, connected not only physically by a staircase but also by a striking crystal attic, capable of revealing the presence of the basement part even from the outside, arousing curiosity and inviting the discovery of this area of the store, dedicated to interior design and furnishing accessories.
Precious lacquered wainscoting in a warm light color provides a counterpoint to the walls, treated with soft and textural, natural pigment paints. Surprisingly, a transparent glass box houses a living room where clients can relax and discuss the details of custom projects, from weddings to interiors, while sipping a cup of tea. The space thus becomes evidence of a design effort oriented not only to set up the place but also to create a unique and original identity, a concept that proposes an innovative way of approaching the retail space.