TotaLook by Emilceramica is the collection selected by Turin-based architecture firm G4 Group for the creation of the first European Mizuno store in the heart of the Savoy capital. We asked the designer to tell us about the project.
This is Mizuno’s first single-brand store in Europe. What were the technical and design requirements for this building located in the historic centre of Turin?
Since it is the first European flagship store, the overall project was conceived from scratch by our headquarters in Turin. The brand did not impose any constraints on us and we were inspired by the industrial-style location that housed the renowned “Turinese boutique” from 1976 to 2018. We therefore tried to find the right balance between traditional Japanese elements, such as wooden elements, and modern elements, such as the exposed concrete sections that have been preserved, the Mizuno colour doorways and the new installations.
The new store is inspired by Japanese culture. Which features of TotaLook by Emilceramica match this style?
TotaLook was not chosen to harmonize with Japanese culture, but to accentuate a contrast with it. We appreciated the contemporary vibe that TotaLook conveys with its resin effect.