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    Picture: Vudafieri-Saverino Partners

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Architects walk the walk in Fidenza

Jez Abbott
Tuesday 12 Mar 2019

Designers will focus on one of Italy's most famous shopping villages

Architects have redesigned one of Italy's swankiest shopping promenades.

Mainstreet is an iconic 600-metre street lined with elegant boutiques, cafes and restaurants in a location seen as Italy's most famous shopping village, Fidenza.

The new urban landscape marks the 50th anniversary of village, regarded as the first Italian luxury shopping outlet and less than one hour from Milan.

Vudafieri-Saverino Partners unified around 21,000sqm of boutiques, restaurants, show and entertainment spaces around a concept of space split into three stages.

These reflect typical vegetation and colours of the north, the centre and south of Italy and takes inspiration from the village’s layout, which resembles the boot-shape of Italy.

Luxuriant tree and plant installations, visual and colour nuances, perfumes and materials transformed a pedestrian area into an “experiential” space with strong identity. 

Tiziano Vudafieri and Claudio Saverino aimed to recreate the “Viaggio in Italia” atmosphere, the dream of generations of foreign visitors.

The journey starts out from the north of Italy, represented by the cold colours, such as olive green, with camellias and azaleas recalling the vegetation of villas on the Italian lakes.

Moving to the centre with an earthenware-pink colour scheme, arbutus and osmanthus plants recall the vegetation on the Tyrrhenian coast.

Finally, the south with sandstone colours recall Mediterranean buildings and the dwarf palms and cycas, which recreate the vegetation on the Islands.

The project reorganizes the external spaces, inspired by the concept of squares as a cornerstone of Italian social life - restaurants and cafès open on to gazebos and terraces.

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