HI-MACS® WEARS ALV

Well known Italian fashion designer Alviero Martini has chosen HI-MACS® for the new showroom “ALV” in the centre of Milan.

“Every object in the physical world is made of atoms, atoms are made of energy, and energy generates pleasure. This is the sensation I felt in front of the “super-modern luxury” of HI-MACS®, a binding, luminous, practical, strong…and discrete material” says the fashion designer.

And the result is amazing: 500sqm of concrete, a tangible expression of Italian design, the showroom structure and concept cut across the borders between the worlds of fashion and architecture in a unique design expression.

Internal space is developed from a large, central “atom” made entirely out of HI-MACS®, consisting of an open, permeable, circular element defined solely by its 'skeleton', solid but ethereal as the material it is made from, HI-MACS®. A pure and albescent special place to showcase bags and accessories from his collection ALV.

All the other applications on scene seems to be an eco of the central shape revolving around it and tending to curve creating a sinuous and continuous perimeter, formed by platforms that come out from the wall. This was only possible thanks to the thermoforming properties of HI-MACS® and its seamless joints, allowing forms and shapes to continue indefinitely.

The space is completed by an exhibitor table, double-curved, placed at the center of the ‘atom’ and a meeting table supported by a purple mosaic-made base that contrasts and gives life to the sober elegance of the surrounding.

The emblematic result of the symbiosis between Fashion and Architecture is the creation by Alviero Martini of a “Travel bag serie” made out of HI-MACS®, consisting of two stylish travel bags and famous bag San.Ba, created in homage to Piazza San Babila.