Illy Shop \ Caterina Tiazzoldi

• December 9, 2011

Illy Shop is a temporary shop for Illy Caffe’, located in Milano in Galleria San Carlo nearby the Duomo.

The concept for a reconfigurable store, characterized by different modulations of a single element, a “cube” which is 45x45cm-squared base.

Caterina Tiazzoldi Illy 2 600x427 Illy Shop \ Caterina Tiazzoldi

Illy Shop, image courtesy Caterina Tiazzoldi

Using a grasshopper definition it has been parametric device, it has been possible to manipulate the cube physical properties by editing depth, thickness, opacity, length and explosions. The combinatory logic – inspired by genetic algorithms process – permits to perform over 3000 configurations of the same object.

Caterina Tiazzoldi Illy 7 600x423 Illy Shop \ Caterina Tiazzoldi

Illy Shop, image courtesy Caterina Tiazzoldi

The shop is created by 200 cubes and specifically designed to adapt to different sizes of Illy Café products.

Caterina Tiazzoldi Illy 8 600x450 Illy Shop \ Caterina Tiazzoldi

Illy Shop, image courtesy Caterina Tiazzoldi

Small variation of the same modules permitted to derive the tasting tables, desk counter, storage, lighting system, video frames, communication space, and recycling bins.

Caterina Tiazzoldi Illy 10 600x398 Illy Shop \ Caterina Tiazzoldi

Illy Shop, image courtesy Caterina Tiazzoldi

By adapting the different modules according to the performances required, (accessibility of the products from the outside, number of item to display, level of transparency desired, product size) it becomes feasible to represent different characteristics of the Illy products, while the solution also allows fitting it into different locations.

Caterina Tiazzoldi Illy 9 600x398 Illy Shop \ Caterina Tiazzoldi

Illy Shop, image courtesy Caterina Tiazzoldi

The system engender from the walls and the ceiling, creating a disoriented expansion. The differentiated space dimensions appears to become one, transforming it into a game where user’s sight shifts from an object to another discovering the inside.

Caterina Tiazzoldi Illy diagram 600x467 Illy Shop \ Caterina Tiazzoldi

Illy Shop, diagram courtesy Caterina Tiazzoldi

+ Project credits

Design: Caterina Tiazzoldi |
Team: Lorenza Croce, Federico Rizzo, Roberta Musso, Alessio Primavera, Monica Pianosi, Mauro Fassino, Zsofia Ujhelyi, Illy Caffe’ Art Direction

Photos: Luca Campigotto and Federico Rizzo

+ About

Caterina Tiazzoldi

Caterina Tiazzoldi (M.Arch, PhD) is a Torino/New York based architect, whose work is characterized by strong interaction between researches – she develops at Columbia University in New York and at the Politecnico di Torino – and her professional practice.

Inspired from conjunctional approach of science and complexity, her research is based on digital and the physical manipulation of spatial attributes and material properties permitting to alter the way in which spaces are used or perceived. Thus her exploration constantly redefines the relation between space and users, between public and private environment.

Nominated at the 2011 Cooper Hewitt National Design Award, finalist at the 2011 award “PREMIO FONDAZIONE RENZO PIANO AD UN GIOVANE TALENTO”, She has been also invited to participate at several international events and exhibits such as Minimaousse 4 at the museum Cité de l’Architecture et du Patrimoine in Paris (2011), Honour guest at salone satellite with Columbia University (2011), Architecture and Design Film Festival Tribeca with Onion Pinch (2010), Experimenta Design Lisbon (2009), Made Expo (2010), Torino World Design Capital (2008), Young Talent Selection Temporary Museum for New Design (2009).

Her works have been published in several international magazines, national Newspapers, books and scientific publications, such as AMC Interieur, Bob, Domus, Elle Decor, Frame, Icon, Interni, Interior Design, La Stampa, Metropolis, Pubblico, Repubblica, Sole 24 ore, Space Magazine, Vogue, Vanity Fair e libri quali Contemporary Digital Architecture, ItaliArchitettura, Interior Office Space, Adaptive Reuse from Road Island School of Design.

+ All images and drawings courtesy Caterina Tiazzoldi

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Category: Interior