In LA, Molteni Group embraces midcentury modern heritage
Inside the new West Hollywood flagship, Molteni&C | Dada creative director Vincent Van Duysen creates an architectural transatlantic aura
‘From the beginning, we tried to bring a contemporary interpretation of an Italian Villa to LA,’ says Molteni&C’s creative director, Vincent Van Duysen of the furniture brand’s new Californian showroom that opens its doors today. Settled within the design district of West Hollywood, the 7,600 sq ft space melds the Antwerp-based architect’s purist flair with the warm Californian energy of midcentury history.
Rubbing shoulders with fashion boutiques like Stella McCartney, and design players RH Modern and Ligne Roset, the new Molteni&C flagship is an understated addition to Robertson Boulevard – ‘the showroom does not reveal much on the street side,’ Van Duysen tells Wallpaper*, when describing the discreet and muted tones on the storefront. ‘The discovery mainly happens when you enter the store and the first encounter is a living space with a fireplace as focal point.’
Inside, a balanced villa-style arrangement is made using the Italian brand’s wares, which Van Duysen describes as a mix of ‘introvert and intimate spaces.’ Hallmarks of Italian 20th-century architecture and allure invite the visitor into the Molteni&C world, as with many of its flagships, with highlights including the Slide Armani Dada kitchen and the Master Dressing system that together elevate the charming west coast environment.
Textures like the raw complexion of travertine marble and black oak create the foundations, allowing for collections by the likes of Rodolfo Dordoni, Ron Gilad, Foster+Partners, Jean Nouvel and Patricia Urquiola to thrive. Framing the space are Molteni&C’s historical pieces by Gio Ponti – a motif across many of its showrooms. ‘The same DNA of Molteni&C has been applied in terms of colours, materials and structure. There is always a reference present to the company’s Italian heritage, translated in an architectural way,’ Van Duysen explains.
Walking along the boulevard and into the flagship, you can’t miss that conceptual ebullience that infiltrates Moteni&C spaces – ‘[they have the] same red thread everywhere,’ Van Duysen describes the empire of Molteni&C stores that now harbour in New York, Singapore and beyond. §