The redesign of the Presotto showroom in Milan stands as a landmark project within the contemporary landscape of commercial interior design, redefining the role of the showroom from a mere exhibition space to a narrative and experiential environment. Located on Corso di Porta Romana, near the Torre Velasca, the project interprets the space as a communicative medium capable of expressing the company’s identity and its vision of living.
The “AbitoPresotto” concept introduces a sartorial metaphor that places product personalisation at the centre, in line with current trends focused on customisation and user-centricity. The result is an environment that transcends the neutrality of a typical exhibition space to become a coherent narrative of the brand’s values.
In terms of layout, the space is organised according to a principle of continuity around a central axis, encouraging a fluid and non-hierarchical flow. The multi-level structure creates an experiential journey: the ground floor, which opens outwards, houses the living area; the more secluded sleeping area offers an intimate atmosphere; the lower level takes on an experimental character.
Particular emphasis is placed on material research, focusing on natural and sustainable solutions such as clay, hemp and wood, used not only for aesthetic reasons but also for their sensory and semantic value. The exhibition function is redefined through complete domestic environments, which foster an immersive experience and an integrated representation of living, in tune with the dynamics of an increasingly participatory market.
