ETRO
LA RINASCENTE - ROME
rome, Italy
DESIGN ENGINEERING
PROJECT MANAGEMENT
BUDGET & TIMING CONTROL
2025
An immersive retail landscape where heritage and narrative textiles unfold into a contemporary spatial ritual.
A Continuous Fabric
Set within the layered context of Rome’s La Rinascente, the Etro space emerges as a seamless extension of the brand’s identity, translating its textile heritage into architectural language. The intervention operates as a continuous fabric, where surfaces, structures and display elements dissolve into one another, constructing a fluid environment that invites movement and discovery while echoing the stratified character of the host building.
Ornament as Structure
The project reinterprets Etro’s ornamental vocabulary as a spatial device, transforming pattern into rhythm and depth. Custom elements articulate the space through a sequence of frames and thresholds, where material richness and crafted details define a tactile experience. This approach reflects the brand’s attention to detail and reinforces a curated retail narrative, where every component contributes to a cohesive and immersive identity.
A Domestic Landscape
Rather than a conventional retail layout, the environment is conceived as a domestic landscape, composed of intimate zones and visual connections. The spatial composition encourages a slower, more personal interaction with the products, enhancing perception and storytelling. Within the broader architectural dialogue of the Rinascente—where past and present coexist—the project establishes a refined balance between permanence and transformation, offering a renewed expression of contemporary luxury.
