The Great Masters of Time flagship store, designed by Marco Michele Rossi of Newtone, is conceived as a journey through a space-time tunnel, where linear cuts of subtle light divide the environment into sequential sections, rhythmically punctuating the external display windows. A space where time is carefully preserved, enhancing the exclusive nature of the products on display.
An architecture that sculpts light and materials
The interior design is based on a play of contrasts between gold, silver, platinum, ivory, and black, alternating glossy and matte surfaces, laser-cut light, and zenithal illumination. The result is an environment sculpted by shifting reflections and material details, emphasizing the preciousness of the timepieces and jewelry on display.
The architectural envelope presents itself as an ivory-hued casket with a pearlescent effect, echoing the tones of the stone flooring. The walls recreate a tactile and irregular materiality, forming a visual continuum with the flooring, which stands as an objet trouvé, a trace of the past contrasting with the rigorous orthogonality imposed by the luminous cuts.
A journey through watches and jewelry
The main hall is divided into two primary areas: the first dedicated to watches, the second to jewelry. The design plays with transparency and reflectivity, enhancing the perception of space.
A luminescent glass wall characterizes the entrance hall: inside, a diamond-patterned metallic fabric diffuses a platinum-toned light, while the mirrored surface replicates the rhythmic sequence of the external display windows. Floating against this ethereal backdrop are black orthogonal shelves, emerging like glossy sculptural solids on a diaphanous, three-dimensional background.
Display windows as time capsules
The street-facing display windows are designed as dark volumes, time capsules clad in black mirrors. Inside, a luxurious vertical tapestry in golden, iridescent metal mesh is embedded within the glass, creating a striking effect. The reflectivity of the dark mirrored glass generates a virtual bow-window effect, amplifying natural light and multiplying the perception of space.
The display cases, crafted in orbital-polished brass, are designed to highlight the craftsmanship and exclusivity of the products with an understated yet refined aesthetic, balancing discretion and absolute elegance.
Great Masters of Time is more than just a boutique – it is a true sensory experience, where time takes shape through light, materials, and refined design.
Location Via della Spiga, Milan
Design Marco Michele Rossi, Newtone
Photos courtesy Alessio Perboni
NEWTONE BRAND SPACES
Newtone is a design agency dedicated to the design and implementation of innovative spaces and retail format, through a scientific methodology / creative analysis and translation of the design codes of language and values of a brand in their expression and physical space.
by AN Shopfitting Magazine no.174 ©