Minotti has opened a new flagship store in Stockholm – its first in Scandinavia – thanks to the brand’s strategic partnership with renowned high-end furniture retailer Upgrade Living, during Stockholm Design Week.
A small jewel in the heart of the exclusive residential neighbourhood Östermalm, Minotti Stockholm is located in one of the majestic 19th century buildings that line one of the city’s most central roads, the Strandvägen, providing a charming architectural backdrop.
The project was created by Minotti Studio, the in-house creative department at Minotti HQ, to guide visitors on a trail of discovery through the latest collections, in an engaging exhibition path that winds its way through a fluid sequence of living, dining and night areas. Large arches treated with a metallic finish act as veritable gateways into the various environments, helping accentuate the clever play on perspectives, designed to arouse a series of different sensations as the visitor gradually enters the space.
The sophisticated mix of selected materials - including Travertine marble for the floors, wood panelling and slats in moka-tinted oak wood, alternating with walls in white plaster, and a striking slab of Panda marble - brings to life an interesting black and white colour contrast, endowing the proposed settings with a dynamic rhythm and a minimal, graphic aesthetic.
A concept of interior created with maximum attention to detail, immersed in a bright, welcoming space and illuminated by the natural light that filters through the three large arched windows. The result is a sophisticated set of evocative settings, in which materials, shapes and nuances perfectly reflect the sensitivity and well-defined personality of Minotti, in tune with the Scandinavian rigour.
The showroom spaces are animated by a carefully selected range of bestsellers, distinctive pieces from the latest collections and products from the 2020 Collection, including the Connery and Blazer seating systems by Rodolfo Dordoni and designs by Marcio Kogan / studio mk27, Nendo and GamFratesi. A proposal with a multi-faceted and cosmopolitan spirit, where the different cultural backgrounds of the designers merge seamlessly to give form and voice to the “Minotti project”.
Susanna Minotti, Head of Interior Decoration, says: “We asked ourselves how Minotti might fit into a reality where design has a strong identity and a long history, keeping the DNA of the brand recognisable but at the same time creating something new. We wanted to stand out and create a new point of reference for design in the city, inducing the Minotti atmosphere to embrace the rigour and minimalism of Scandinavia. The result was a project in which the sober architecture is warmed by welcoming settings with a homely, yet sophisticated and ‘glamorous’ feel, in which every single detail exudes quality.”
With the opening of the flagship store in Stockholm, Minotti strengthens its presence in Scandinavia and offers a new destination of international appeal for professionals and design enthusiasts charmed by the “Made in Italy” quality and excellence.