INTRO BRUZZICHES
Benedetta Bruzziches' creations transcend accessories, transforming into timeless jewelry. From the hills of Caprarola to Hollywood’s red carpets, the brand has established itself with a unique vision. Thanks to its partnership with the Massimo Bonini showroom—a global leader in luxury accessory distribution with offices in Milan and New York—it has strengthened its presence worldwide. The showroom is located in the prestigious Palazzo Borromeo d’Adda, in the heart of Milan.
THE LOCATION
Located in the main salon of Palazzo Borromeo d'Adda, the space boasts a balcony overlooking Via Manzoni. A frescoed ceiling, ornate windows, a Murano glass chandelier, a gilded baroque mirror, and a fireplace enhance its noble 19th-century charm.
PREVIOUS SETUP
The previous setup, while welcoming, limited the brand’s ability to showcase its full range of collections. The lack of layering and hierarchy made it challenging to mix different lines effectively. Moreover, the previous setup compromised other functions, requiring the use of two separate rooms to display the entire collection.
THE CLIENT'S REQUEST
The client requested the design of a space dedicated to product presentation and sales, making maximum use of the available space. The aim was to integrate bespoke furniture capable of displaying the brand's full range of collections, while ensuring a harmonious and uncluttered aesthetic. Additionally, the client requested the inclusion of a living area within the space.
ANALYSIS
The initial analysis of the existing space revealed that its formal and aesthetic characteristics were not suitable for the new exhibition and commercial functions required by the client. The excess of decorative elements and the variety of rich colors created visual clutter, distracting attention from the products and compromising a clear and harmonious presentation of the collections.
CONCEPT
The project was born with the idea of recreating a large living room, a familiar and cozy environment, just like those at home, with a sofa and a small table where Benedetta could receive her guests. The result is a showroom that does not impose but welcomes—a place designed to tell a story of craftsmanship. At the same time, the space had to respect the elegance and prestige of the building and the Milanese context.
To resolve these critical issues, action was taken by redefining the hierarchy of the space elements, adopting a more balanced and functional aesthetic language. One of the key solutions was the neutralization of the environment to make the product stand out, using materials such as metal and glass, and adding a light carpet. This intervention helped to minimize the pre-existing chromatic impact, creating a neutral base capable of accommodating and enhancing the colors of the collections. The design approach thus made it possible to enhance the product and give the space a more modern and sophisticated aesthetic.
The room, equipped with three large windows, is pervaded by natural light that continuously changes the configuration of the space, creating different atmospheres depending on the intensity and orientation of the light. The materials chosen for the furniture, such as steel and glass, amplify this play of reflections, giving dynamism and continuous transformation to the environment. At the same time, the space had to respect the elegance and prestige of the building and the Milanese context.
PROJECT
The organization of the display space was defined through the design of custom-made furniture, articulated on four levels to enhance an immersive product discovery experience while maintaining a visual balance between the elements and the symmetry of the room. Along the sides, linear shelves ensure an orderly display, while four drawer units, arranged symmetrically to the chandelier, reinforce the sense of harmony. In the center, a sculptural piece of furniture serves as a visual focal point, with clothes rails placed at strategic points to complete the display. Each piece of furniture was tailor-made, conceived as a small work of art, capable of surprising visitors and enhancing the product.
Another distinctive element of the project is the "tray cabinet," a chest of drawers inspired by the old mercerie drawers. Its diagonal shape was designed to allow the customer to view the entire product displayed inside, facilitating a complete and immediate view.
The name "tray cabinet" comes from the removable trays on both sides, allowing for elegant and practical bag presentations. Each tray is lined with a suede mat, a material chosen not only to enhance the prestige of the bags but also to evoke the inside of a jewelry box, emphasizing the sophistication and luxury of the product.
The structure of the cabinet is made of steel, while the side panels are made of glass, maintaining stylistic consistency with the other elements of the project and giving the piece a modern and sophisticated appearance.
In the center, a piece of furniture with an imposing presence stands out for its elegance and lightness, thanks to its steel columns and glass shelves. Conceived as a sculptural piece, this element is designed to be visible from the outside, across the corridor. Its refined structure gives the bags on display a floating effect, making them appear to float and creating a suggestive play of visual lightness.
Finally, a living area dedicated to welcoming customers and presenting the new collections has been included. This space, designed to enhance the products, is at the same time functional to the commercial activities of the showroom, offering a refined and welcoming environment.
FURNITURE
Iconic design pieces from the past were carefully selected to define the living space, including the black Saratoga sofa by Lella and Massimo Vignelli for Poltronova, a table by Sergio Asti for Poltronova, and Spoleto chairs by Marcel Breuer for Knoll. Chosen for their timeless design and understated elegance, these elements embody the strength and sophistication at the heart of the project. The living room is defined by a deep black hue, a reflection of Benedetta’s strong determination and character.
FINAL TOUCHES
In the final stages, the project was refined by adding essential elements like clothing racks, mobile units on wheels, hooks, and branded logos. Every detail was carefully reviewed, from the smallest hardware, like shelf screw covers, to the overall functionality of the space. We also curated the visual presentation, meticulously arranging the products within the furniture to enhance their impact. Our dedication to these finishing touches ensured a more polished and thoughtfully curated environment, reflecting the care and attention we bring to every project.
RESULTS
The new showroom has added significant value to the brand by aligning the space with Benedetta Bruzziches’ prestige and growth. The design now reflects the brand's evolution, with the space and furniture working in harmony to highlight the products without overshadowing them. Every element has been thoughtfully arranged to ensure the brand’s collections take center stage. The central living area not only enhances the welcoming atmosphere but also provides a functional space to host clients and guests. With furniture strategically positioned to create open areas, the space allows easy circulation and accommodates presentations for new collection launches. This new layout strengthens brand awareness and ensures that the showroom is both visually impactful and fully functional.
