Fritz Hansen, Flagship store

When the storied Danish brand, Fritz Hansen, decided to renovate its showroom in Milan, Studiopepe devised a distinctive approach to designing the wall surfaces, aiming for a more impressive effect while staying true to the brand’s characteristic purity of design.

The Studio envisioned a single plywood wall that would span all three floors of the showroom and feature a geometric motif inspired by the historic patterns of Arne Jacobsen, reinterpreted in a palette of cool color tones. The capsule room, designed to house special projects, was entirely coated in acid yellow, undergoing a metamorphosis that turned the space into a landmark that engages the viewer even from the building’s exterior.