To celebrate EXPO 2015, Boero launched an evocative concept store in the heart of the fashion capital, Milan: the exclusive Milan Collection was presented here, a selection of truly elegant colors.
The first concept store of Boero, the historic Ligurian paint company, was established in the center of Milan, thus becoming part of the rich calendar of events related to Expo2015, the Italian event of the year!
The new and exclusive Milan Collection was presented for this important occasion in a refined and worldly area located in the heart of well-known Brera.
The concept store will remain open until the end of October to accompany the great Expo 2015 event and is expected to become a point of inspiration for everyone including architects and designers.
Discovering Boero’s concept store in the heart of Brera
A beautiful show room with a classic architectural structure, a vaulted ceiling and exposed bricks, was the perfect setting for presenting new Boero products: an excellent location capable of enhancing the style and quality of the new collection of colors and Italian decoration.
Upon entering, visitors are welcomed by a colorful chromatic archive which runs along the walls, plunging the observer in a bath of nuances: medium-sized, colored chips, magnetic and removable and sorted by tone.
The idea to make these chips removable and place them on a large table in the middle of the showroom was quite interesting. This was done in order to achieve the preferred combination between colors and objects or fabric thus immediately stimulating creativity in anyone entering this space.
This impactful archive distinguishes two different areas, one is for the 150 colors of the Milan Collection and the second is dedicated to the five decorative effects that are most popular among those proposed by Boero in the Artdecor assortments. These large chips offer the most requested chromatic creations and can, in turn, be used to establish the combination on the supporting surface.
The large work table found in the space’s center, which enables this active chromatic' awakening ', hosts an alternative card index, where the Collection’s tones colored strips are cataloged and can be used by customers to remember the color chosen.
There’s a surprise on the wall opposite the entrance: for the concept store, Boer decided to 'dig out' one of its historic brands reflecting the long history of the company and its prestige on the market and made it the banner that blends in harmoniously with the context and customizes it.
The Milan Collection: high fashion colors!
The Milan Collection is a range of 150 colors selected by the company's designers and that can be created along with an excellent and unique product. A water-based paint product that is odorless, durable and suitable for interiors with intense foot traffic. It’s easy to apply, ready for use and dries quickly.
It’s ideal for walls but, thanks to its unique composition and after adequate preparation, it can be used on all types of surfaces. The treated surfaces take on an opaque appearance that has a remarkable aesthetic impact creating a "touch" effect thanks to innovative binders made with acrylic polymers. Furthermore, this particular formula ensures very low dirt absorption and does not allow dust to penetrate. It’s washable and stains can be removed quite easily. The product comes in an exclusive, very elegant and unique tin can.