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Magnets are Behind Martino Gamper’s Installation for Valextra

During Milan Design Week, London-based Italian designer Martino Gamper presented an innovative in-store installation titled “Magnetism” for the luxury leather goods manufacturer Valextra. The installation aimed to re-imagine product display, moving away from traditional shelving units to create a more engaging and visually striking experience for customers. Gamper's design transformed Valextra’s Milan store by replacing conventional furniture and display cases with a system of floor-to-ceiling metal panels. These panels were upholstered in two distinct shades of grey fabric, a deliberate choice by Gamper to visually connect the store's interior with the urban landscape of Milan's streets. The natural Italian stone flooring, characterized by its "beautiful dry finish," was laid in a herringbone pattern, further referencing Milan’s diverse street pavings, from cobblestones to the larger stones of Via Manzoni outside the store. The core of the "Magnetism" concept revolved around the use of hidden, super-strong magnets. Each Valextra product, including classic wallets, bags, and small leather goods, was outfitted with one of these magnets, discreetly clad in leather to maintain the product’s aesthetic integrity. This allowed the items to be attached directly to the fabric-covered metal walls, giving them the illusion of floating. The design encouraged visitors to interact directly with the products; they could effortlessly pull an item from the wall to examine it more closely and then reattach it at their discretion. This hands-on approach was a significant departure from typical retail displays, fostering a sense of discovery and playfulness. Gamper’s primary objective with this installation was to highlight the products themselves, making them the central focus of the display. He articulated that by suspending the bags on the wall, rather than placing them on shelves, customers could observe the products more comprehensively and from different angles. This method not only showcased the craftsmanship and design of the leather goods but also eliminated the visual clutter often associated with traditional retail setups. The flexible nature of the magnetic system also invited experimentation and tactile engagement, which Gamper believed would enhance the customer experience and potentially boost sales by making the interaction more memorable and unique. “Magnetism” successfully demonstrated how innovative design and a simple, yet ingenious, mechanism could transform a retail space. The installation created a dynamic and interactive environment where products were not merely displayed but became an integral part of an artistic presentation. By making the products appear to defy gravity and allowing customers to manipulate them freely, Gamper created an unexpected and memorable surprise for visitors to Valextra during the Salone Internazionale del Mobile, positioning the brand at the forefront of creative retail display. #MartinoGamper #Valextra #MilanDesignWeek #RetailDesign #ProductDisplay #InstallationArt #InteriorDesign #MagneticDisplay #LuxuryGoods #MartinoGamper #Valextra #MilanDesignWeek #RetailDesign #ProductDisplay #InstallationArt #InteriorDesign #MagneticDisplay #LuxuryGoods
129 months ago
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