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FUL incontra MRZ ARCHITETTI
Architecture and design in Florence
On the occasion of the 93rd edition of Pitti Immagine Uomo, we tell you about MRZarchitetti, the signature that has conquered international brands of casual and luxury fashion.
In their 14 years of activity with their own projects they have participated in the establishment and retail of brands such as Guess, Gas, Gaudi, Manila Grace, Denny Rose, Liu Tatras and many others. Office projects, showrooms and boutiques from Rodeo Drive to the Dubai Mall, passing through London, Milan, Shanghai and Paris, the MRZarchitects Works with variable configurations.
Instagram mrzarchitetti.
MRZarchitetti is a team of great experience, sensitivity and strong aptitude for experimentation. An innovative, dynamic and very effective concept of retail design, which has been able to be appreciated internationally, not only for aesthetic and creative abilities, but also for the economy of work, in an increasingly decisive aspect for the success and success of a project.
Thanks to the experience gained in the international field, the Florence-based study follows the projects in Italy, offering the customer a tailor-made service, with ad hoc solutions that enhance the peculiarities of his project The studio stands out for its essential and luminous style, constantly attentive to detail, to the choice of materials. Projects that do not renounce to dialogue with the practical and organizational aspects of space, interpreting the most different needs in the best possible way, both aesthetically and functionally. Ful has been founded by Francesco Marzocca.
Francesco, how did you manage to conquer brands of the caliber of Guess, Zanellato, Dsquared2?
"The story could start from far away, but to avoid boring anyone we say that I was the right person at the right time. I've always worked a lot and I've always been very curious. The many people I met over time have learned to appreciate my character, aware that even in emergencies (and in the fashion world every project is often an emergency) I would have always been ready to help them to reach the common goal : the success of the brand. Word of mouth has certainly played an important role, in this environment everyone knows each other, from top managers to suppliers. I learned a lot by working in fashion and participating in many races to create new concepts for fashion brands. We have not always won but as I often say: "sometimes you win, sometimes you learn". I do not feel I have ever lost, I had the chance to test myself and make a journey, to meet new people and open up new horizons. Then surely I was lucky.
What role is the Italian design industry playing at international level?
In this historical period I believe that Italian design is back in fashion. At least in my sector, after the EXPO, Italian architects and designers are again in first place in the world rankings. We are very keen to get involved and not tie ourselves to a style or a movement. And this is an added value because we have a free mind and we are ready to create new things, but with an eye to the past. As for the exhibition design, for example, the same Pitti Immagine has returned to its old splendor in the last two years and now opens the kermesse of Milan, Paris and London.
How do you see the next evolution of sales spaces, especially in fashion retail design?
This is a question I ask myself almost every night, also because it is the future of our activity as designers and creatives. Surely the advent of digital and e-commerce is creating slowdowns in the opening of "real" stores, some time ago up to 100 - 150 shops and boutiques opened in a year. I believe that companies are concentrating their openings in strategic places, in Italy, thanks to thriving tourism, what better advertising for a fashion brand than a flagship store on the best shopping streets or in a mall?
Both print advertising and signage are suffering a lot, but the "real" store will never die, maybe the sizes and investments will decrease, but in the luxury segment where, unlike fast shopping, the customer still wants to feel pampered and recommended and hardly the top brands will sell their very central locations.
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