The VENINI boutique at 3 Via Roma in Portofino draws on the retail concept of the brand’s Milan flagship store, interpreting the heritage of Murano glassmaking in a contemporary interior. Venetian terrazzo flooring, satin-finished metal details and a Rosso Venezia rear wall provide the setting for collections of artistic glass vases and lighting. Arched display niches, white shelves and freestanding plinths organise the presentation of the pieces.
The VENINI Retail Concept Combines Venetian Terrazzo and Metal Finishes
The VENINI boutique in Portofino adopts the design language established at the brand’s Milan flagship store. References to the historic Murano glassworks are expressed through the choice of materials and the arrangement of a space dedicated to displaying artistic glass.
Venetian terrazzo flooring provides a light, continuous surface. Satin brass and bronze details feature on the display fittings and reception counter, while the Rosso Venezia rear wall contrasts with the white surfaces throughout the boutique.
The reception counter has a curved front. Behind it, the dark wall features an illuminated VENINI sign, visible from the display area.
Arched Niches Organise the Artistic Glass Displays
The interior features arched niches set into the walls, horizontal shelving and freestanding display supports. White surfaces provide a neutral backdrop for the glass pieces, bringing out their colours, transparency and craftsmanship.
Shelves arranged at different heights accommodate vases and objects of varying sizes. At the centre of the boutique, a cylindrical plinth presents a composition of multicoloured glass pieces, allowing them to be viewed from several angles.
The shop window facing Via Roma is also part of the display arrangement, with glass objects positioned near the entrance and visible from the street.
Triedri Chandeliers and Poliedri Wall Lights
Decorative lighting is a prominent feature of the boutique. Two Triedri chandeliers are positioned at the entrance, accompanied by Triedri and Poliedri wall lights, the latter designed by Carlo Scarpa.
The glass lighting pieces form part of the display itself. The overall interior photograph shows suspended fittings above the central area and illuminated elements positioned along the walls.
The collection also includes Deco Luce, Balloton Luce and Fantasmino table lamps, reflecting VENINI’s work in decorative lighting.
VENINI Collections and Collaborations with Designers
The display brings together representative pieces from VENINI’s production and works associated with collaborations involving Ettore Sottsass, Gae Aulenti and Peter Marino.
The vases include Balloton, Fazzoletto, Opalino, Deco by Napoleone Martinuzzi and Ritagli by Fulvio Bianconi. Their different forms and glassmaking techniques are also apparent in the arrangement of pieces on shelves and plinths.
Pieces varying in colour, scale and geometry are displayed alongside one another, allowing visitors to appreciate the individual characteristics of each object.
VENINI’s Murano Heritage and Boutique Concept
Founded in Murano in 1921 by Paolo Venini and Giacomo Cappellin, VENINI has developed collaborations with internationally recognised architects, designers and artists, combining traditional glassmaking techniques with formal and technical research.
Today, the brand is part of the Damiani Group. The Portofino boutique draws on the Milan retail concept through its combination of materials, display surfaces and glass pieces, reflecting the identity of the historic Murano glassmaker.
by AN Shopfitting Magazine no.194 ©
Photo credit : Damiani Group