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10 Questions With… Friedmann & Versace

Friedmann & Versace is an interior architecture studio based in Paris, founded in 2018 by Virginie Friedmann and Delphine Versace. The duo specializes in designing restaurants, bars, hotels, boutiques, homes, and custom furniture, emphasizing a sophisticated 'art de vivre.' Their design philosophy centers on creating a dialogue between historical and contemporary elements, using a blend of colors, materials, and objects from various styles and periods to tell a unique story for each project. Notable projects include eateries like Bistrot Rougemont and Baby Doll. The article features an interview with Friedmann and Versace, discussing their approach to narrative design and their inspirations. They delve into two of their recent restaurant projects in Paris: Matilda and La Riviera. The Matilda project began when a client sought to open an Italian restaurant in a space with large windows and Art Nouveau wooden decorations, honoring his Italian grandmother. The designers aimed to retain these existing features while creating a poetic, dreamlike atmosphere. Their inspiration for Matilda came from Milanese reception rooms, the aesthetic of frescoes aged by time, and the elegance of Italian furniture, blending different eras and styles. For La Riviera restaurant, the vision was to evoke an endless summer and a Mediterranean journey. The design draws inspiration from the Mediterranean coast, the scent of pine trees, enameled, raw, and varnished terracotta, the architecture of cruise ships, and the artistic world of Jean Cocteau. The primary challenge for La Riviera was to construct an immersive environment that transports diners to a different setting, despite its location in a busy Paris neighborhood near Gare du Nord, devoid of a natural seaside view. Friedmann and Versace observe that restaurant design trends have evolved significantly over the past decade, with owners increasingly prioritizing distinct designs. Their narrative design approach involves crafting a unique story for every project, focusing on developing lifestyle spaces with soul and personality. They extend their design work beyond mere decoration to include graphic elements such as logos, menus, signage, and the selection of tableware and music, ensuring a cohesive and perceptible story throughout the customer experience. Their French design heritage significantly influences their work. They express admiration for designers like Charlotte Perriand, Roger Capron for his ceramic paintings, and Madeleine Castaing for her patterns. Their earliest design memories include a Gabriella Crespi bronze and rattan lamp and Charlotte Perriand's furniture for Le Corbusier's La Cité Radieuse. They draw inspiration from industry figures such as Janine Abraham and Dirk Jan Rol, appreciating their collaborative spirit, compositional skills, respect for traditional craftsmanship, and shared creations. Dimore Studio is also cited for their singular projects and adept blending of colors, styles, and eras. Virginie Friedmann describes her own home as a Haussmannian apartment in Paris, characterized by large windows, velvet accents, green-hued lamps, and a mix of contemporary and vintage furniture, ceramics, candles, and plants. The studio has several upcoming projects, including two new restaurants in Paris slated to open by year-end: one designed as an Estancia's winter garden in the 8th arrondissement and another as a warm, elegant country house with a fireplace in the 13th arrondissement. In 2020, they plan to complete two houses near Paris, a skin studio concept, and a showcase at Hotel Lutetia. For leisure reading, both designers enjoy lifestyle magazines, and Delphine Versace recently reread Virginia Woolf's "A Room of One’s Own." #InteriorDesign #RestaurantDesign #ParisianDesign #NarrativeDesign #FrenchDesignCulture #DesignInspiration #FriedmannVersace #HospitalityDesign #ResidentialDesign #InteriorDesign #RestaurantDesign #ParisianDesign #NarrativeDesign #FrenchDesignCulture #DesignInspiration #FriedmannVersace #HospitalityDesign #ResidentialDesign
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