“I wanted to capture the blue of the sky”

– Carlo Scarpa

The concept developed for the new Stroili stores stems from the desire to transform the purchasing experience into an authentic journey, grounding the brand’s identity deep within its heritage. The space thus becomes a stage for a narrative that brings together two fascinating and complementary Venetian worlds of art and architecture: the magic and pictorial perfection of Giambattista Tiepolo, alongside the architectural rigor of Carlo Scarpa. The entire project is founded on this meeting of two universes, blending soft lines, color, and the lightness of theatrical staging with rationality, order, modularity, and careful architectural detailing.

This duality translates physically into the spatial layout and, specifically, across two opposing side walls, both equipped with electrified tracks that allow for flexible customization of display showcases and storage units. On one side stands the poetic wall, inspired by Tiepolo’s storytelling, featuring large self-supporting panels of alternating forms that evoke the sweeping wings of Tiepolo’s angels and traditional altar paneling. Each module on this wall is capable of telling a distinct story through color, lacquered finishes, or precious coverings, with integrated options for mirrors and video or light boxes. On the opposite side sits the rational, architectural wall—a tribute to Carlo Scarpa: designed like a bookcase, this structure is neutral, linear, and clean, crafted to accommodate various product ranges.

On a chromatic and tactile level, the project seeks the essence of form and light by pairing architectural rigor with neutral materials and refined accents. The material selection centers on the tactile presence of brass, travertine, and concrete. These textures, particularly evident in the rational wall finished in concrete and travertine with brass details, stand in vivid contrast to a rich color palette applied to lacquers and carpets, spanning coral and red hues through to mint green and teal.

Completing the interior layout is a series of custom-designed furniture pieces created to highlight the jewelry and engage the customer directly. Dominating the center of the space is a large bergerie unit, a free-standing display made up of two modules that can be joined to form a sweeping island or used individually for focused displays. Above this central island, striking modular brass suspension lamps, designed specifically for Stroili, reflect against a mirror-lined ceiling with gold edging. Toward the back of the store sits a large counter dedicated to an experiential customer journey, designed not only to house the point of sale but also to offer personalized consultations and product try-ons. Finally, the interactive centerpiece of the store is a large video wall set beside the counter and integrated into a mirrored surface: its stepped profile adds visual dynamism and shifting perspectives depending on where one stands. Envisioned as a contemporary photo studio, this area invites customers to become part of the narrative by selecting background scenes and sharing their purchase moments on social media, supported by an interactive side table equipped with wireless charging.he industrial surfaces. This organic component functions as a lifeblood that reactivates the space, outlining a visual ecosystem that anticipates the brand’s new direction.

The project’s intent was to detach from conventional formats to conceive a timeless environment, independent of passing trends. The result is a rigorous spatial container that frames the leather products and opens toward the exterior, maintaining the immutable presence of the Gulf of Naples as a scenic backdrop.