A temporary steel structure was conceptualized that could be built in 7
days, a three-dimensional grid that contains the stories which through its
outward appearance narrates the metaphor of –an Iron Palace- in constant
evolution and transformation. Fifty-six window displays are suspended in
space, in their interior they tell the story of a country and a brand that has
been by its side for more than a century promoting style and good taste;
on the outside, floating boxes and its monochromatic language referring
to the DNA of the brand; they become almost invisible golden mirrors
reflecting the monumental stained glass window in the atrium as well as
the moving images of constantly changing visitors, writing new stories to
become participants in a geometric staging. The architectural beauty of
the building is emphasized in a bilateral dialogue with the complexity of
lines and the honesty of an iron structure that provides the framework to
build the new speech of a brand that presents itself always respectful of its
past but directed towards an avant-garde vision.

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