Etel sets its Brazilian roots down in a new organic Milan flagship.
When Etel decided to open its European flagship in Milan, they wanted to reflect the palimpsest of the city today – a place enriched with tradition, innovation and style. Collaborating with Como-based architecture firm Superluna, a triad of Italian architects whose cumulative work traverse four continents, Etel chose a former gallery in the Maroncelli district, a neighbourhood where classic boutiques and independent shops rub shoulders with Italy’s most innovative architectural endeavours, like the Bosco Verticale and the Unicredit Tower.
With a goal of creating a conceptual meeting point between Brazilian and Italian culture and design, Superluna stripped the detritus decor of the two-level gallery space and removed extraneous walls, transforming the space into a white-washed surface, with original symmetry and ornaments beccoming a canvas. And from there, Etel would grow. Literally.
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