Oasis Diabla en La Rinascente
1 June, 2023Launching the summer season with two pop-up shops in La Rinascente in Milan and Turin
We expand our presence in Italy with a new retail formula that conveys Diabla’s inspiring, colorful and outward-looking attitude
We arrive at La Rinascente Milan and Turin with Diabla. The pop-up shops, which opened their doors this May, offer a selection of chairs, tables and accessories created by designers such as José A. Gandía-Blasco Canales, Mut Design, Héctor Serrano, Made Studio, Alejandra Gandía-Blasco, Democràcia Estudio, Manel Jiménez and Violeta Alcaide.
With this initiative, we aim to reach a wider audience of customers in Italy, the cradle of modern design, and to expand Diabla’s presence in the country, having once again participated in the Salone del Mobile in Milan this year. La Rinascente, one of Italy’s most prestigious and historic department stores, is known for its focus on design and quality and its selection of top luxury brands, making Diabla’s new, temporary spaces ideal environments in which to present our products.
“We are excited to have our own Diabla space in the iconic La Rinascente centers in Milan and Turin, and to bring our lifestyle proposition to such a demanding and sophisticated audience. They are displays which inspire the visitor to enjoy nature and green spaces in homes and urban environments, and which challenge the more conventional concept of luxury,” explains Alejandra Gandía-Blasco, designer, multidisciplinary creative and creative director of Diabla. “This opening is part of Gandia Blasco Group’s internationalization and retail strategy. Our aim is to establish partnerships with like-minded brands”.
La Rinascente has been at the forefront of innovations in industrial design and shopping experiences for decades. In fact, it established the celebrated Compassod’Oro design award in 1954, based on an idea by Gio Ponti and Alberto Rosselli. Today La Rinascente’s network comprises nine centers in Italy, occupying large historic buildings in the heart of the country’s major cities.
The La Rinascente center in Piazza del Duomo in Milan is one of the chain’s most iconic shops, and was opened by the Bocconi brothers in 1889. It occupies a unique building designed by Giovanni Giachi located in the heart of the city, opposite the Milan Cathedral. The La Rinascente brand was born in 1917; its name was suggested by the poet Gabriele D’Annunzio to symbolize the rebirth of the shop after various setbacks and challenges. Since its opening, it has been a leading player in the fields of fashion and design both in Italy and around the world. La Rinascente Turin is more than 100 years old, having been built between 1872 and 1876. Today it occupies a different site, the building known as Il Palazzo del Lavoro, designed by the architect Pier Luigi Nervi, one of the most outstanding Italian architects of the 20th century. It was considered to be one of the largest and most modern buildings in Europe when it opened its doors in the early 1960s.
In the same way that Diabla is more than a design brand given its proposition for new ways of experiencing the outdoors, La Rinascente is much more than a shop: it is a unique commercial and cultural space that plays an active role in the urban environment in which it is located.
The two spaces dedicated to the Diabla collections at La Rinascente will be open until June 5th, 2023.
Diabla’s creative furniture, accessories and complements propose new ways forward for outdoor living in stylish spaces, which work in any environment and at any time of the year. Bold, colorful and light and specially designed for small spaces, our designs prioritize innovation and sustainability through the use of recycled and recyclable materials.
With a strong summer flavor and its unmistakable style, we land with Diabla on floor 6 of La Rinascente Milano Duomo and on floor -1 of La Rinascente Turin. In two installations akin to dreamlike resorts, bright colors such as pink, yellow and blue stand out in contrast to other neutral tones such as sand, grey and white.
In Milan, the VALENTINA UP chaise longue and tables are on display, together with the LILLY armchair, the PATOSO pouffe with legs, the folding chair, the TRIP coffee table and sexy hammock, and an environment made up entirely of different pieces from the GRILL series. The exhibit is completed by original pieces such as the TOUFFU pet kennel, the contemporary LA SIESTA bottle and the PLISY portable lamp.
Meanwhile, the more compact set-up in Turin stars a TRIP table surrounded by director’s chairs from the same collection, a duo of VALENTINA UP lounge chairs, a portable PLISY lamp and three SAIL poufs, which add a generous dose of warmth, texture and softness to the installation.
Details from the collections:
GRILL, by Mut Design
– NYCxDESIGN AWARDS 2021 (finalist – Outdoor Furniture Collection)
PATOSO, by Alejandra Gandía-Blasco
– DNA Paris Design Awards 2022 (Outdoor)
– Archiproducts Design Awards (Outdoor)
NYCxDESIGN AWARDS 2022 (Outdoor seating)
– German Design Awards 2022 (Honoree – Gardening and Outdoor Living)
VALENTINA UP, by Alejandra Gandía-Blasco
– Elle Decor EDIDA Spain Award 2019
– Iberoamerican Design Biennial 2018 (Diseño industrial / producto)
PLISY, by Alejandra Gandía-Blasco
– DNA Paris Design Awards 2019 (Furniture design&lighting)
– European Product Design Award 2020 (Honoree – Lighting)
TOUFFU, by Manel Jiménez and Violeta Alcaide
– Best of Year AWARDS 2018 (Residential Play Furniture)
TRIP, by José A. Gandía-Blasco Canales and Borja García
LA SIESTA, by Alberto Martínez, Raky Martínez and Héctor Serrano
