February & MelodyMaker

photos by Giulia Agostini

Moving from design to business: that’s what has been happening to February and Melody Maker. Indeed, they have replaced their design studio with a proper clothes shop and they had a great party for this occasion on the 25th September 2008.

Marika+Lucio (February) and Flavio (Melody Maker) have always desired a closer relationship with their customers. Since the time they were attending school, they have dreamt of running a space where they could have an immediate feedback of their works.

Random is their keyword. That’s why pure instinct rules their concept. Basically, nothing predictable, nothing already-made and designed might exist in their space. Therefore, the interior design hasn’t a specific rule. Everything has to run its course as their lives has done.

So, they have never asked themselves whether they are unique. Mainly, they don’t ask for it. “If someone is like us, well, maybe they are only on our wavelength” told me Flavio.
Last question: “How does a customer feel in this place?”, Flavio replied: “ extremely relaxed…let’s see, we have just started”.

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February&MelodyMaker

Via Tortona n°5

Milan (Italy)

info@february.it

i: dress out of the box

photos by Giulia Agostini

It seems to be impossible that as a so normal person as Sergio Dal Bressa could design such a shop like "i" in via Tortona 12.

Basically, "i" is parallel to the mainstream system. As he saw the possibilities of a new fashion market, he decided to open a store oriented to a different kind of customers. Indeed, his clients are not fashion victims, fast-fashion buyers or vintage and revival characters but rather someone who is looking for something new, unexpected and personal.

Research, surprise and personality are the guideline. That's why each part of the store is personalised from the lightining to the texture of the floor, even though it seems to be minimalistic.

After this experience in via Tortona, Sergio made up to open in few days in Corso di Porta Ticinese a new shop based on the concept of "i". The problem seems to find a good name: some suggestions?

i
via Tortona 12
20144 Milano
i.milanotortona@yahoo.com

R&Dlab: a curious group

r&dlab, photos by Giulia Agostini

In this sunny and warm afternoon, I stopped in the brand-new showroom of R&Dlab in Via Tortona. Here, I had an incredibly out-of-the box conversation with Roberto Vaccari, member of the Creative Department of this research and design centre.

That lab is sprouted from a long period of work of its art director, Michele Ruffin, and his staff in Okinawa's firm. Before arriving in via Tortona, Mr. Ruffin gained his first experience in belts, then he moved to labels, finally he interested on bio and eco products and grouped together creative and curious people and opened his own business.

Indeed, curiousity is one of the keyword of the team. Their research extends from fashion and design to materials. As Mrs. Vaccari asserted: "Everything is transformation; nothing has to be created, everything we need already exists: we have only to take it from the waste bin and give it a new identity, a new function". And with this ecological phylosophy, they start working on small things to a deeper and bigger goal: respect our enviroment.

Because the ambient place where part of them grewn up is Italy, the creative department chooses made in Italy and high quality elements and neglects cheap, low profile, far east materials. On the other hand, the first doesn't benefit the price.

But is this appreaciable effort comprehended by the customers? Unfortunately, not too much. Whereas the lab invests a lot on research and has already created a particular kind of recycled paper cloth washable, the clients prefer to waste their money and their future on cheaper and short lasting material. Even though it proposes diffirentiated and personal produts, the mass continue to follow the mass in the wrong way.

It's all about culture. Actually, R&D doesn't sell fashion, it suggests a culture where the object is the mean in the relationship between the man and the nature.

r&dlab showroom

via Tortona n°15 angolo via Forcella

Milano

tel. +39 0283242148

www.redlab.info

S2B:ygem+amplified

photos by Giulia Agostini

This evening some friends and I went by chance to a presentation in S2B showroom in Via Tortona. Although there were not too many people, the atmosphere was good. Indeed, a youg cover band and an experienced one played, while waiters served free beer and wine for the attendants.

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What was the real core event was the two collections inside the showroom. Whereas in the basement black and musical t-shirt of Amplified were exposed, on the ground floor we could have a look of the collection of leather shoes of a french brand, called ygem.

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Was the party linked with the outfits? Yes, the rock music matched the vintage, rock'n'punk, b movies style, with the printed tongue of Amplified and also the leather roman-style sandals of Ygem. The party atmosphere has made these brands remarkable for me and for my friends, and for sure we're going to advise them to everyone.

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But knowing something more about the management of the store was my aim. Indeed, I talked some minutes with the pr responsable for the event and in charge of the showroom for its agency, S2B service for business. They opened 3 years ago here in Milan, and they had some consolidated experience in communication and pr sector.

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Basically, the guideline of their store is fashion viewed in a new way. This has to be integrated with the taste of the customers that want to show their personality through clothes. Mainly, they try to create this kind of event where costumers can feel to be in their right place in order to make them turn again in the shop and feel attached to the brand.

For sure my friends and I felt in love with Amplified and Yem. Good work guys.

http://www.amplifiedclothing.com/