LA RINASCENTE  / PIAZZA FIUME


Rome, Italy

La Rinascente, the first department store to open in Italy, opened in Rome in 1887. In 1962, Rome’s Second Rinascente building, located in Piazza Fiume was opened. Currently, the building and it’s commercial program is undergoing an update, for which TP/A has been engaged. This update is focused on creating interesting and engaging places and events for the people of Rome. Each floor will have its own unique character and strategy. The primary strategy for the 5° floor is that of clarity.

The 5° floor of La Piazza Fiume is dedicated to Lingerie and Childrens-wear. Given a relatively overwhleming quantity of brands and merchandise to be contained within the relatively small space, the architectural, organizational and merchandising strategy for the 5° floor is aiming for a logical and light intervention. On the perimeter of the space, zones are delineated for individual brands, each one visible from nearly every position of the retail space. In the central area of the space, a multi-brand zone allows for wandering and derive. This area allows for change and adaptation over time.
La Rinascente Rome_Piazza Fiume building, designed by Franco Albini, was conceived as a relatively early experiment in modern Department Store design, and as such, suffers a few ailments: Firstly_the circulation as originally designed did not anticipate contemporary commercial needs. Secondly _ a reduced and compressed height of floor to floor space did not provide the sense of lightness so familiar in Albini’s other work. With the installment of modern air-conditioning systems, the retail space, already compressed, became further oppresive.
For our interventions in the building, the primary goal was to increase Volume, Light and Air.
Lest we forget, the elegance and power of the Architecture of Modernity is a direct derivative of Space, Order and Light.
Light and Air can be considered key elements of an Authentic Luxury. The primary tool that was utilized to increase the volume, light and air of the 5° floor intervention was the 100% utilization of LED lighting. The exclusive use of this relativity new technology allowed a greatly decreased use of energy, which beyond the evident advantages of a reduction of operational costs and energy waste, greatly reduces the amount of heat generated. The benefits of this is a reduced reliance on air-conditioning, thus reduced the amount of space necessary for air-conditioning units, ducts and diffusers. This allows heightened spaces, returing to the original intentions of Albini’s Architecture … a vibrant, luxurious and truly modern shopping environment.
The quality, tone and intensity of the illumination was carefully studied for a balanced ambiance and proper lighting of the product. Due to this attenuated usage of light, the spatial quality is superb and the atmosphere, luminous and appropriate.
Retail environments are as much a central part of the contemporary public realm as any other public space, be it educational, physical, social or political. The world of retail is a literal and figurative model of the contemporary society …
The pervasiveness and richness of public shopping spaces, whose ever-increasing presence in the urban environment, is due to an increase in the diversity of consumer brands and goods. We applaud the ever expanding number of brands, the increase of diversity, which creates what we call ‘Brand-Bio-Biversity’.
An obvious positive attribute of expanding ‘Brand-Bio-Diversity’ is that of increased choice.
Just as Bio-Diversity supports a healthier ecosystem, Brand-Diversity leads to a healthier economic system. Smaller, more dynamic brands lead to more choice, increased experimentation, attention to local customs and the redistribution of concentrated wealth. In the Contemporary Urban Environment, the more qualitative brands, the better. The same is true of Department Stores … In fact, Department Stores and their smaller counterparts, the Concept Store (Corso Como 10, Colette, Celux) are dependent on elevated Brand-Diversity. However, one negative aspect of Brand-Diversity is visual pollution.
Our self imposed brief was to address these priorities:
_Increase Brand Bio-Diversity
_Decrease Visual Pollution
For retailers, the largest problem of merchandising Intimo/Childrenswear lines in a multi-brand environment is visual pollution, primarily due to the shear number of articles, small in scale, which are necessarily displayed.
Our response was to allow and celebrate this diversity, but to order and contain the variety and richness of the products in simple, geometric, architecturally scaled elements. This was achieved by a rhythmic sequence of Containers. These Containers follow the expressive structure of Albinis’s building itself, allowing us to further maximize height and volume by taking advantage of inserting mechanical and lighting elements between the origin steel structural elements.
A light, weightless environment is achieved with elements appearing to float, almost suspended from the floor in which no element is redundant or irrelevant.
The flooring itself is the first commercial usage of a new flooring material, allowing for thin sheets to be utilized in large formats, which further decreases a sensation of visual clutter.
Due to the spatial organization, lighting, proportions of materials, the overall aspect of the space is museum-like in quality. With over 35 brands to be housed in a relatively reduced space, the major goals were to create openness, interest and avoid chaos. These issues, as with an increase in sales, are what the project will be judged on.
There are no set rules to retailing. What works well in one city, with one brand, is often unsuccessful in another. Diversity is positive, and each place, client, brand and situation has an appropriate solution. Our goal for La Rinascente in Rome was to imagine the 5° floor as a place for a woman and her child, a woman who loves the finest and rarest things in life, a place where retail, architecture and natural attributes mingle seamlessly. A place in which spending time is a pleasure.
The superb product mix offered by La Rinascente is unequalled in other Italian department stores. The brands and articles are equistite, and the environments need to respond in an elegant, creative and sophisticated manner.
The project is likely less ‘formally’ innovative than the client expected, but surely, it will offer much more to them on a level of performance and subtle surprise than they could have anticipated.
Shopping: more than sole ‘purchasing’, shopping is a leisurely experience of reviewing and examining articles in an environment which is finely-tuned to augment the pleasure of that experience.
Shopping: more than an activity aimed at fulfilling basic needs, it responds to our ambitions, fantasies and desires.

Location: Rome, Italy
Floor: 5th
Year: 2000

LA RINASCENTE  / PIAZZA FIUME
Rome, Italy


La Rinascente, the first department store to open in Italy, opened in Rome in 1887. In 1962, Rome’s Second Rinascente building, located in Piazza Fiume was opened. Currently, the building and it’s commercial program is undergoing an update, for which TP/A has been engaged. This update is focused on creating interesting and engaging places and events for the people of Rome. Each floor will have its own unique character and strategy. The primary strategy for the 5° floor is that of clarity.

The 5° floor of La Piazza Fiume is dedicated to Lingerie and Childrens-wear. Given a relatively overwhleming quantity of brands and merchandise to be contained within the relatively small space, the architectural, organizational and merchandising strategy for the 5° floor is aiming for a logical and light intervention. On the perimeter of the space, zones are delineated for individual brands, each one visible from nearly every position of the retail space. In the central area of the space, a multi-brand zone allows for wandering and derive. This area allows for change and adaptation over time.
La Rinascente Rome_Piazza Fiume building, designed by Franco Albini, was conceived as a relatively early experiment in modern Department Store design, and as such, suffers a few ailments: Firstly_the circulation as originally designed did not anticipate contemporary commercial needs. Secondly _ a reduced and compressed height of floor to floor space did not provide the sense of lightness so familiar in Albini’s other work. With the installment of modern air-conditioning systems, the retail space, already compressed, became further oppresive.
For our interventions in the building, the primary goal was to increase Volume, Light and Air.
Lest we forget, the elegance and power of the Architecture of Modernity is a direct derivative of Space, Order and Light.
Light and Air can be considered key elements of an Authentic Luxury. The primary tool that was utilized to increase the volume, light and air of the 5° floor intervention was the 100% utilization of LED lighting. The exclusive use of this relativity new technology allowed a greatly decreased use of energy, which beyond the evident advantages of a reduction of operational costs and energy waste, greatly reduces the amount of heat generated. The benefits of this is a reduced reliance on air-conditioning, thus reduced the amount of space necessary for air-conditioning units, ducts and diffusers. This allows heightened spaces, returing to the original intentions of Albini’s Architecture … a vibrant, luxurious and truly modern shopping environment.
The quality, tone and intensity of the illumination was carefully studied for a balanced ambiance and proper lighting of the product. Due to this attenuated usage of light, the spatial quality is superb and the atmosphere, luminous and appropriate.
Retail environments are as much a central part of the contemporary public realm as any other public space, be it educational, physical, social or political. The world of retail is a literal and figurative model of the contemporary society …
The pervasiveness and richness of public shopping spaces, whose ever-increasing presence in the urban environment, is due to an increase in the diversity of consumer brands and goods. We applaud the ever expanding number of brands, the increase of diversity, which creates what we call ‘Brand-Bio-Biversity’.
An obvious positive attribute of expanding ‘Brand-Bio-Diversity’ is that of increased choice.
Just as Bio-Diversity supports a healthier ecosystem, Brand-Diversity leads to a healthier economic system. Smaller, more dynamic brands lead to more choice, increased experimentation, attention to local customs and the redistribution of concentrated wealth. In the Contemporary Urban Environment, the more qualitative brands, the better. The same is true of Department Stores … In fact, Department Stores and their smaller counterparts, the Concept Store (Corso Como 10, Colette, Celux) are dependent on elevated Brand-Diversity. However, one negative aspect of Brand-Diversity is visual pollution.
Our self imposed brief was to address these priorities:
_Increase Brand Bio-Diversity
_Decrease Visual Pollution
For retailers, the largest problem of merchandising Intimo/Childrenswear lines in a multi-brand environment is visual pollution, primarily due to the shear number of articles, small in scale, which are necessarily displayed.
Our response was to allow and celebrate this diversity, but to order and contain the variety and richness of the products in simple, geometric, architecturally scaled elements. This was achieved by a rhythmic sequence of Containers. These Containers follow the expressive structure of Albinis’s building itself, allowing us to further maximize height and volume by taking advantage of inserting mechanical and lighting elements between the origin steel structural elements.
A light, weightless environment is achieved with elements appearing to float, almost suspended from the floor in which no element is redundant or irrelevant.
The flooring itself is the first commercial usage of a new flooring material, allowing for thin sheets to be utilized in large formats, which further decreases a sensation of visual clutter.
Due to the spatial organization, lighting, proportions of materials, the overall aspect of the space is museum-like in quality. With over 35 brands to be housed in a relatively reduced space, the major goals were to create openness, interest and avoid chaos. These issues, as with an increase in sales, are what the project will be judged on.
There are no set rules to retailing. What works well in one city, with one brand, is often unsuccessful in another. Diversity is positive, and each place, client, brand and situation has an appropriate solution. Our goal for La Rinascente in Rome was to imagine the 5° floor as a place for a woman and her child, a woman who loves the finest and rarest things in life, a place where retail, architecture and natural attributes mingle seamlessly. A place in which spending time is a pleasure.
The superb product mix offered by La Rinascente is unequalled in other Italian department stores. The brands and articles are equistite, and the environments need to respond in an elegant, creative and sophisticated manner.
The project is likely less ‘formally’ innovative than the client expected, but surely, it will offer much more to them on a level of performance and subtle surprise than they could have anticipated.
Shopping: more than sole ‘purchasing’, shopping is a leisurely experience of reviewing and examining articles in an environment which is finely-tuned to augment the pleasure of that experience.
Shopping: more than an activity aimed at fulfilling basic needs, it responds to our ambitions, fantasies and desires.

Location: Rome, Italy
Floor: 5th
Year: 2000