Last week end, while I was walking in Milan, paying attention to every details, so I could capture them forever in my mind, I was trying to understand why I loved so much this town and what I’ll be missing once back to France.
For example, each time I have to think about Paris, "show off and cold" come to my mind. On the contrary, I consider Milan “boiling” and trendy without being bossy. You can feel humility in the postwar constructions, acting like imperfection stains in the middle of the historic architectural palaces. The roads, poorly maintained, sometimes dirty, contrast with the beauty of showrooms and palaces.
Milan is not about doing it big, it’s not like striking by being overwhelming, nothing compared to Times Square or Dubai for example. Milan is about surprising even in the tiny places you would never expect.
I’ve been trying to figure out why even the smallest shop in Milan is cool. OK, I understand it’s a bigger town than the one where I’ve been raised, though I like thinking that Italians are different and can't consider experimenting a place without design, that it's part of their culture. When you know as well, that you have more architects in Italy than in the rest of Europe, you ‘re in a way increasing the proportion of having the right "connections" to setup your place or to have out of the box/cool ideas….
I’ve been trying to figure out why even the smallest shop in Milan is cool. OK, I understand it’s a bigger town than the one where I’ve been raised, though I like thinking that Italians are different and can't consider experimenting a place without design, that it's part of their culture. When you know as well, that you have more architects in Italy than in the rest of Europe, you ‘re in a way increasing the proportion of having the right "connections" to setup your place or to have out of the box/cool ideas….
Living in Milan for me, was like having the feeling of being in a bubble, where merchandising would meet design and art. Every week, taking the bus and passing in front of COIN 5Giornate windows displays was a bit like my treat, each time I was wondering which crazy idea they would have come up with that time…
This is part of the things I will probably miss the more: in Milan, shops are not about selling a product, they re about selling an experience. Same for the restaurants or the bars (when you skip the more traditionalist), you go there and it’s a bit like a game, if you’re paying attention to details, you will discover small “gifts” that were left while doing the layout of the place. The other day, I went to Pasta Madre restaurant in Porta Romana, I found the place awesome, the clothes hanger was made with kitchenware, the door handle was made with a trowel. When I took a picture of the ceiling made of recycled carton roll, one of the customers started watching up and suddenly discovered this detail.
It's about watching and observing.In an era, where we promote the 5 senses experience and eco sustainable design, eating or shopping in a surprising and enjoyable place, is enhancing your customer experience. You may be conscious of it or not, but even if don’t pay attention to it, no need to be a design expert to feel the wellness associated. That is what is transforming any customer experience into a nice one...
It's about watching and observing.In an era, where we promote the 5 senses experience and eco sustainable design, eating or shopping in a surprising and enjoyable place, is enhancing your customer experience. You may be conscious of it or not, but even if don’t pay attention to it, no need to be a design expert to feel the wellness associated. That is what is transforming any customer experience into a nice one...
 |
| Calder style using small tables at Cassina |
No comments:
Post a Comment