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.
Molteni & C Dada
199 Shaftesbury Avenue
London WC2H 8JR
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Rosa Bertoli was born in Udine, Italy, and now lives in London. Since 2014, she has been the Design Editor of Wallpaper*, where she oversees design content for the print and online editions, as well as special editorial projects. Through her role at Wallpaper*, she has written extensively about all areas of design. Rosa has been speaker and moderator for various design talks and conferences including London Craft Week, Maison & Objet, The Italian Cultural Institute (London), Clippings, Zaha Hadid Design, Kartell and Frieze Art Fair. Rosa has been on judging panels for the Chart Architecture Award, the Dutch Design Awards and the DesignGuild Marks. She has written for numerous English and Italian language publications, and worked as a content and communication consultant for fashion and design brands.
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