Rocco Princi, owner of four shops in Milan, known in the city as the “Armani of bread”, and particularly attentive to marketing strategies albeit applied to a product that symbolises domesticity, wanted for the new shop in piazza XXV Aprile in Milan, the signature of architect Claudio Silvestrin, originally from Milan now working in London and around the world.
Recent projects by Silvestrin include the Centro d’Arte Contemporanea Sandretto in Turin in 2002, the Emporio Armani store in via Sant’Andrea in Milan in 2000, that made the architect famous as a one who gives rigorous order to elegant spaces given over mainly to shopping and production.
The new Princi shop sees a simple organisation of two areas of sales and production, with an attempt to create a visual relationship between the two parts. The attention given to materials shown by Silvestrin in other projects, here applied to surfaces in brass treated as dark wood and two different finishes in porfido, does not rise above the level of a right and proper conversion of a commercial space.




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Enel extends the date to join the international “WinDesign” contest to August 30, 2025. A unique opportunity to imagine the new design of wind turbines.