Mazzetti & Baratti Store

The design concept for the new Mazzetti Store in Alba marks a real turning point in innovative Architecture, with which the well-known Italian brand wishes to place itself in relation to its usual public and a new international public of customers, which the outstanding albese will lead to the company. The stylistic hallmark of Paolo Scoglio’s design finds its pure expression here: the shop stops being a ‘container’ that houses exhibitors and products, becoming a total architecture in which the physical space merges with the furnishings, lighting, products and the user experience. Continuous and sharp lines, which are inspired by nature and the territory. The formal suggestion comes in fact from the ‘rocks’. Wild and labyrinthine, the fortresses are the most typical element of the local natural landscape, and, like a deep canyon, they cross the whole area. The result of an interesting erosion phenomenon by the Tanaro river, the fortresses look like an open book on the geological history of the territory. Bare sheer walls, they are stratified in all shades of ocher and emerge from the dark green of rich and shady vegetation. Over time, the fortresses have also played an economic role, supplying wood to the peasant economy.