L'Eliseo Fahion Store
With a professional experience built up in the ambit of various design projects, Alberto Apostoli
has converted the historical and long‐established store of CaldieroTerme (Verona) into a space
that is lively, multisensorial and packed with exciting areas played out between transparent effects
and chromed reflections.
The concept underlying this project is based on a combination of creativity and rationality and
evolves through a refined use of form, light and colour. Rationality is implicit in the use of squared
shapes executed in glass and metal; creativity is mainly to be seen in three elliptic elements rising
from the floor to model the false ceilings, thus contributing to separate the retail space into three
distinct areas: menswear, ladies’ wear and young fashion. Apostoli has addressed this project by
drawing on a background of “marketing and communication know‐how” that often
distinguishes his work together with different skills acquired in the multi‐media sector. Important
elements of emotional communication with the clientele are, for example, the back‐lit glass
display cabinets, the RGB lighting of the false ceilings and the “honeycomb” display units in glass
and metal. The LEDs, whose vertical and horizontal light is used by Apostoli as a proper surface
covering, run all along the main aisles of the store and its furnishings, transforming the latter into
sources of indirect light. All furniture pieces have been custom‐made by the architect’s own design
and are defined by an unusual combination of glass and pearly white lacquered wood. A
particularly impacting element is provided by the large brown wall which appears to be “boxed”
inside a glass display cabinet and whose interior supplies the backdrop to the china cabinets and
furniture elements composing the till area. The large display table positioned close to the entrance
is particularly striking and elegant with its all‐glass structure that is partially illuminated from
within. A clever use of colour has been made: coffee and beige for the resin flooring, dove grey for
the furniture and sections of the flooring and, finally, red – a flash of colour that defines some
graphic details, as well as a most unusual chair that has been specially created for this project.
The interior is dominated by two changing rooms created inside circular elements and upholstered
in special back‐lit fabrics to create a three‐dimensional effect. A space has also been dedicated to
a small bar built in stainless steel, to respond to the owner’s intent to “spoil” customers.
For “L’Eliseo”, Alberto Apostoli has implemented a proper strategy of “Brand design” because, as
well as handling the architecture and interior design‐related aspects, he has in fact personally
followed the store’s communications strategy, including the creation of its new logo and
advertising campaign. The external facade of the building has been completely transformed by
applying an original surface cladding that simulates the aspect of a pearly white stone together
with custom‐made recessed spot lighting. Moreover, some additional floor‐to‐ceiling windows
have been created, both on the side of the building corresponding to the parking lots and adjacent
to the menswear department.
has converted the historical and long‐established store of CaldieroTerme (Verona) into a space
that is lively, multisensorial and packed with exciting areas played out between transparent effects
and chromed reflections.
The concept underlying this project is based on a combination of creativity and rationality and
evolves through a refined use of form, light and colour. Rationality is implicit in the use of squared
shapes executed in glass and metal; creativity is mainly to be seen in three elliptic elements rising
from the floor to model the false ceilings, thus contributing to separate the retail space into three
distinct areas: menswear, ladies’ wear and young fashion. Apostoli has addressed this project by
drawing on a background of “marketing and communication know‐how” that often
distinguishes his work together with different skills acquired in the multi‐media sector. Important
elements of emotional communication with the clientele are, for example, the back‐lit glass
display cabinets, the RGB lighting of the false ceilings and the “honeycomb” display units in glass
and metal. The LEDs, whose vertical and horizontal light is used by Apostoli as a proper surface
covering, run all along the main aisles of the store and its furnishings, transforming the latter into
sources of indirect light. All furniture pieces have been custom‐made by the architect’s own design
and are defined by an unusual combination of glass and pearly white lacquered wood. A
particularly impacting element is provided by the large brown wall which appears to be “boxed”
inside a glass display cabinet and whose interior supplies the backdrop to the china cabinets and
furniture elements composing the till area. The large display table positioned close to the entrance
is particularly striking and elegant with its all‐glass structure that is partially illuminated from
within. A clever use of colour has been made: coffee and beige for the resin flooring, dove grey for
the furniture and sections of the flooring and, finally, red – a flash of colour that defines some
graphic details, as well as a most unusual chair that has been specially created for this project.
The interior is dominated by two changing rooms created inside circular elements and upholstered
in special back‐lit fabrics to create a three‐dimensional effect. A space has also been dedicated to
a small bar built in stainless steel, to respond to the owner’s intent to “spoil” customers.
For “L’Eliseo”, Alberto Apostoli has implemented a proper strategy of “Brand design” because, as
well as handling the architecture and interior design‐related aspects, he has in fact personally
followed the store’s communications strategy, including the creation of its new logo and
advertising campaign. The external facade of the building has been completely transformed by
applying an original surface cladding that simulates the aspect of a pearly white stone together
with custom‐made recessed spot lighting. Moreover, some additional floor‐to‐ceiling windows
have been created, both on the side of the building corresponding to the parking lots and adjacent
to the menswear department.
