skip to Main Content

Interview to Pier Currà

When did you found the Pier Currà Architettura firm? And what was its mission?  

 

Our firm was born in Cesena (Italy) in 2015, after a series of consulting and job experiences in Italy and abroad, and today it includes a team of six architecture professionals.

I like to maintain that, here, we do only deal with architecture, in the original literal sense of the word: every day, we work to combine the concept of Archè with that of Tèchne. They represent the primary principles that govern the ideas and the research on the techniques that are more suitable to realize them. At our firm, we have the opportunity of dealing with projects at different scales, from the product design to the building up of large structures, but our method at work does not change.

 

From architecture to fashion. Can you tell us how you started to collaborate with the fashion retail industry?

It has been a lucky encounter, but, at the same time, something we all wanted to do. On this respect, I can confirm the common idea that the success of our actions depends on to what extent you can stimulate and pursue your passion; by following this approach, you can meet the right people and do the best encounters. For us, our lucky encounter has been with the company Campomaggi & Caterina Lucchi SpA, which soon proved to be willing to recognise our enthusiasm and to welcome our ideas. We have worked with them on one of their most mission critical investments – the opening of the flagship store of Campomaggi brand in Via della Spiga – Milan, amid the most prestigious stores in the world. In particular, we have proposed a total restyling of the brand’s exhibition concept and we have dealt with every single detail.

“We do only deal with architecture, in the original literal sense of the word: every day, we work to combine the concept of Archè with that of Tèchne.”

A modern store should be, in theory, a space where the public and the product establish a dynamic interaction. Today’s technology plays a fundamental role. Can you tell us how you succeeded in consolidating this relation in the Retail stores created by you? How can technology support this interaction?

 

Nowadays, the Retail sector is changing dramatically. Resources are always more and more oriented towards the social and Web promotion channels, which represent the decisive phase in the customer journey (the so-called Zero Moment of Truth). Yet the physical store continues to be the true soul of the brand. Today, digital technologies offer extraordinary opportunities, but, for them, to become efficient, it is necessary to expand the project’s scope to an immersive, interactive experience, at the very heart of space. The mindless usage of digital technology as an instrument of the in-store dialogue with the customer can indeed end up flattening and trivialising the purchasing experience. When, at our firm, we examine a brand, we study its expressive codes, the target public, and the modalities of interaction with the customers; we are fully committed in understanding how and to what extent the technological component should be used, with the idea that, under most circumstances, some detailed choices (such as the olfactory perception) are more important than giving to customers the possibility of using a huge touch-display. Many of us forget the fact that technology does not mean digital technology only. In our recent job (the Gabs brand’s flagship store in Corso Como – Milan), we have broken all the conventional rules of visual merchandising by hanging their bags to a metal display rail in continuous motion which crosses the entire store for about 30 metres. Here, our objective has been a light, dynamic structure, while aiming at a new, impressive shopping experience. The technology used is mechanic, and knowing how to master it has been crucial in order realise a successful project. It is hard to say, but I am almost sure that this is the only bags store in Italy having a display system like that.

 

 

When did you found the Pier Currà Architettura firm? And what was its mission?  

 

Our firm was born in Cesena (Italy) in 2015, after a series of consulting and job experiences in Italy and abroad, and today it includes a team of six architecture professionals.

I like to maintain that, here, we do only deal with architecture, in the original literal sense of the word: every day, we work to combine the concept of Archè with that of Tèchne. They represent the primary principles that govern the ideas and the research on the techniques that are more suitable to realize them. At our firm, we have the opportunity of dealing with projects at different scales, from the product design to the building up of large structures, but our method at work does not change.

 

From architecture to fashion. Can you tell us how you started to collaborate with the fashion retail industry?

It has been a lucky encounter, but, at the same time, something we all wanted to do. On this respect, I can confirm the common idea that the success of our actions depends on to what extent you can stimulate and pursue your passion; by following this approach, you can meet the right people and do the best encounters. For us, our lucky encounter has been with the company Campomaggi & Caterina Lucchi SpA, which soon proved to be willing to recognise our enthusiasm and to welcome our ideas. We have worked with them on one of their most mission critical investments – the opening of the flagship store of Campomaggi brand in Via della Spiga – Milan, amid the most prestigious stores in the world. In particular, we have proposed a total restyling of the brand’s exhibition concept and we have dealt with every single detail.

Loading...
Facebook Messenger for Wordpress
Back To Top