Eligo Studio creates homely Milan showroom for winemaker Masciarelli

A display unit wrapped in burgundy-coloured leather forms the centrepiece of this apartment-style showroom in Milan, designed by local firm Eligo Studio for Italian winemaker Masciarelli Tenute Agricole.

The showroom on Corso Magenta was conceived by Eligo Studio as a warm and welcoming space, where visiting clients and members of the press can sample Masciarelli’s wines and experience the brand’s culture in an informal yet professional setting.

Dining room in Masciarelli showroom
Masciarelli has opened a showroom in Milan

“We strongly believe that retail spaces should have a domestic, experiential and welcoming atmosphere,” Eligo Studio founder Alberto Nespoli told Dezeen.

“We look to avoid cliches and fashions and instead create a timeless aesthetic.”

Hallway of wine shop in Milan by Eligo Studio
A display unit wrapped in burgundy-coloured leather forms its centrepiece

The studio worked together with Masciarelli to define a brief for the project that reflects the winemaker’s passion for art, as well as ideas around local culture and tradition.

The interior comprises different functional areas including a kitchen, dining and living room, connected by passages and unified by a consistent, tannin-rich colour palette.

Kitchen of Masciarelli showroom
The showroom was designed to resemble an apartment

The domestic feel results from the size of the spaces and the treatment of elements such as the exposed ceiling beams, which were sandblasted and carefully restored.

The rooms feature rich tones and tactile materials such as the lime plaster on the walls and lacquered woods in burgundy, chocolate and cream that are complemented by furniture upholstered in soft leather.

At the centre of the 120-square-metre floor plan is a display unit wrapped in burgundy-coloured leather that provides functional storage as well as displaying a collection of Masciarelli bottles in backlit niches.

Flooring throughout the showroom is made from resin, which provides a practical and neutral backdrop for the more colourful and textural surfaces.

The kitchen features an island that functions as a chef’s table for tastings, cooking displays and presentations. Its tapered outline was designed to reference the iconic Pirelli Building designed by Milanese architect Gio Ponti.

Kitchen of wine shop in Milan by Eligo Studio
The kitchen features an island informed by Gio Ponti’s Pirelli Building

In the dining room, a large oval table and leather chairs by Mario Bellini provide a relaxed setting for hosting press events, tastings and meetings.

The showroom also features an informal living room with a sofa, armchairs and a large artwork by painter Nicola Troilo. Eligo Studio and Masciarelli worked together to select the art in the showroom, with a focus on artists from the Abruzzo region where the winery is based.

To maintain a minimal aesthetic throughout the spaces, bespoke joinery was crafted to conceal functional areas including workstations hidden within cabinets in the entrance hall.

Living room of Masciarelli showroom
Art by Nicola Troilo hangs in the living room

A mirrored door slides open to reveal the WC, where walls are painted in a colour chosen to evoke wines from the famous Montepulciano region in Tuscany.

Nespoli founded Eligo Studio with Domenico Rocca to offer clients an “Italian interior design couture approach”.

Similar shop interiors that have recently been featured on Dezeen include a wine cave in Valldolid, Spain, and a Williamsburg wine bar with “soothing” interiors.

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