3Gatti's monochrome vision of a metal forest for Asa concept store
In some cases artistic ‘visions’ do not mean a psychedelic turbulence of forms, patterns, and colours, as the Asa concept store by 3Gatti illustrates it well. As Francesco Gatti confessed, when commissioned to design the Shanghai fashion store, for the first time in his life he did no preliminary thinking. He just had to recall an idea that was lying deep down in his subconscious and finally put it into a physical form; as a result of one of his ‘meditative sessions’, the interior concept of the Asa retail space was born.
The final interior is surprisingly minimalist and stark. It builds on a forest of sleek, black, vertically spaced steel bars, set against a contrasting white backdrop and paired with sharp lighting. For the more consumer-oriented, this might read as an abstract representation of a giant barcode, however, the wood-allegory is also plausible. Shiny white plates appear gripping on the trees, in a funghi-like manner living in symbiosis, in round, boomerang, or horizontal bar shapes. Though undefinable creatures, they serve as an excellent presentation surface for clothes and accessories, and also as seating for trying on shoes.
Even though the design shows more layers than one would think upon first glance, Gatti denies any kind of metaphorical reading of the space, as he simply describes it as “the perfect combination of two design elements irremediably interlaced”. From this viewpoint, the minimalist approach is even more valid, and it works well with the goods Asa is selling. Although the clothes are mainly black, they feature tons of vivid glitter and novelty prints all over, leaning towards kitschy cool. Therefore, Gatti’s sleek and monochrome interior helps to keep things neat and organised.
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