While some brands might balk at the prospect of opening two flagships in ten days in the current economic climate, Italian brand Molteni & C are optimistic. ‘When business becomes a bit tough, it’s important for big companies with integrity to realise it’s as much a time for opportunity as it is for being cautious,’ explained Carlo Molteni, President of Molteni & C at the opening of his first London flagship today.
It’s not just bravado. With a second opening in New York in ten days time, it’s a carefully planned strategy to increase commercial awareness of the brand and Molteni is confident it will help them make the best of a difficult time.
If their Shaftesbury Avenue flagship is anything to go by, they’re entitled to their fair share of pride. The 4,000 square feet space, designed by Studio Cerri & Associati, is an extensive showcase of their furniture and fittings, together with the Dada kitchens. Laid out in a u-shape, and divided into three areas – kitchen, living and bedroom – which, together with the combination of illuminated walls and natural light, makes for an authentic domestic environment.
The roll call of Molteni’s designers is on show: from the slick Jean Nouvel creations to the ingenious kitchens by Dante Bonuccelli; the original Aldo Rossi furniture from the brand’s beginning 45 years ago, to the latest collection of Vivienne Westwood fabric-covered products.
Quality design and production have made the brand a favourite in the architecture and contract world and it's these qualities, together with a strategic retail strategy, that will no doubt, see Molteni stand strong for years to come.