Magnetico curated by Martino Gamper for Valextra
Milan, April 2015 - Valextra, the Milanese manufacturer of the most desirable leather goods, has teamed up with designer Martino Gamper to create a series of new products and a store installation that will be unveiled during the Salone del Mobile, the international design fair.
This is the first time that Valextra has worked with an outside designer to develop both products and an in-store display and Martino represents the perfect match.
Small but powerful magnets are part of Valextra’s repertoire of parts and Martino Gamper has decided to make them fundamental to the ingenious installation. For the windows and the first part of the store, Martino has created a space within a space . The walls and windows are lined with magnetic sheets, hidden behind panels upholstered in sleek Kvadrat wool. Magnets concealed inside every bag, wallet and leather item allow each product to be attached, as if magically, to the wall. “It means you can see the bag better, through 270 degrees,” says Martino. “and I love the idea of objects floating in space.” “Magnets are potent things, as is the idea of attraction and seduction, which is important in retail,” says Martino. The magnets are also part of Valextra’s ongoing interest in the discreet but serious engineering that underpins its products. Taken from the press release.