My Design Coffee-House, the innovative retail concept by Elisabetta de Strobel

VERONA, Italy - Oct. 18, 2013 - PRLog -- Feeling at home. Recognizing ourselves in the place where we are and in the people we meet. And in that space being able to free our thoughts to foster new ideas.

The Retail Store can respond to such a human and deep desire only by leaving its one-way dimension and making the dialogue with visitors the core of the whole exhibit area.

My Design Coffee-House is born from the combination of outstanding design and a dialogue-oriented approach with the aim of creating an area that offers cosiness as well as sharing. My Design Coffee-House is a new concept of a furniture retail store that Art Director and Interior Designer Elisabetta de Strobel has created exclusively for the trade fair Abitare 100% Project, from the 13^th to the 15^th of October in Verona.

“The exhibit area is meant to recreate the mood of salons, where refined decoration, together with the best pieces of contemporary design highlight the guest of honour: dialogue, exchange of ideas, sharing with the customer”, says Elisabetta de Strobel.

This concept is well expressed in the one hundred and fifty square meters of store area that hosts My Design Coffee-House. In the shade of the big tree located in the center of the exhibit area is designed an imaginary semi-circle around which is situated the Living Café.

“In this central salon, defined by an elegantly informal mood, conversation takes life” says the designer. “Just like it used to happen in the old-times salons, every day here we have conversations with prominent figures, opinion leaders and intellectuals who participate in a context of a direct dialogue between designer and consumer”.

The innovation also lies in the dimension: this is not a museum area to visit, but almost an apartment to live in, where everyday life follows the pace of technology’s innovations. For these reasons the hosting area must have a strong aesthetic personality.

The main theme? The search for new retail strategies in excellence interior design. In this melting pot of ideas, colours follow Living Cafè’s lively mood: black and white, the key concept of My Design Coffee-House, host accessories and decors in yellow, the colour of intellect.

Starting from the cheerful central living room, the side areas create intimate rooms, which recall the cosiness of Living Cafè. They make little exhibition salons, committed to dialogue and expressing a romantic mood with its design decors placed in contemporary-style ambiance.

In the exhibition the visitor can thus appreciate decors that show an expert knowledge of design. The elegance of contemporary decors emerges through the creativity of Dal Prà ceramics, which turn into dragonflies outlined against the white wall. Art and passion are the ingredients that make up the typical Italian style of sleeping areas by Marchetti, embellished by the unique design of its carpets. Other prominent figures are: Bertelé, Brunello, De Majo, Nova Serenissima, A & A Tagliabue, Ceramica Flaminia, Moret, EcoMatt, Dekora Design, Morelato and Stone Italiana. A good cup of coffee offered by Hausbrandt will contribute to recreate the atmosphere of literary salons.

“The ideal Retail Store thus rediscovers sociality - Elisabetta de Strobel sums up – as it makes a graceful context where high quality design creates the perfect background for a culture that is shared through dialogue, becoming representative of a twofold mission: refining intellect as well as broadening the soul”.

TERZO MILLENNIUM PRESS OFFICE

Elisa Andreatta
elisa@terzomillennium.net
www.terzomillennium.net
0039 045 6050601

ART DIRECTOR AND INTERIOR DESIGNER
Elisabetta de Strobel
www.elisabettadestrobel.com