Altreforme Showroom, Calolziocorte

Altreforme’s new showroom, designed by Studio MILO, embodies the “Walk of Fame” concept, celebrating the many international designers who have contributed to the brand’s legacy. This vision aligns with Valentina Fontana, Altreforme’s founder and art director, who sought to honor these key collaborators while showcasing the brand’s commitment to innovation and creativity.

Upon entering, visitors are immersed in Altreforme’s distinctive world through a draped gallery that symbolizes a “walk down memory lane.” This corridor is lined with framed magazine covers, narrating the brand’s history and forward-thinking vision. Serving as a focal point, it encapsulates Valentina Fontana’s passion for pushing boundaries in color and form, reflecting her dynamic and open-minded approach to design.

Studio MILO faced the challenge of integrating the diverse styles of many designers while maintaining a cohesive aesthetic. They achieved this through a flexible showroom layout divided into five distinct areas, seamlessly connected by rotating mirrors and movable drapes. This arrangement allows visitors to explore the space intuitively, fostering an inviting and “homely” atmosphere where each aluminum furniture piece is presented as both functional and artistic.

The showroom’s material palette is carefully curated to enhance its warmth and adaptability. Sustainable speckled Tarkett flooring, soft beige carpet inserts, and plush, furry accents add texture, while velvet and linen drapes introduce fluidity and flexibility to the space. Luxurious green grass wallpaper ties the color scheme together, reinforcing a welcoming and adaptable environment where Altreforme’s designs can complement modern, contemporary, or even classic interiors.

A signature element of the showroom’s aesthetic is its color scheme, which prominently features pink—the brand’s hallmark shade—softened to a refined malva tint. This color subtly appears in the ceiling, technical lighting, drapery, and even as sparkles in the flooring, culminating in the central focal point: Altreforme’s signature logo wallpaper, which provides a striking backdrop for the main exhibition area.

Studio MILO’s expertise in shaping spaces to reflect brand values is evident in this showroom’s design. The result is a unique, welcoming environment that can evolve throughout the year to accommodate new projects and collaborations, ensuring that Altreforme continues to push the boundaries of aluminum furniture design in fresh and exciting ways.