THE UNITY OF SYMBOLS

Could you play a game with me? In such case, you will be the one! To create the illusion that the new Converse shop in Verona is a sports stadium, Italian designer Alberto Apostoli has created a video. Antonio Apostoli brings his design sensibility to the table when he is working with an athleisure company, and this sensibility reflects the brand identity entirely. “The designer crafts the new Converse showroom, which is owned by 3a sport, by following the thematic of a much-used-much-loved basketball court. The designer recreates the culture and social lifestyle of an old American neighborhood, which was home to some of the best basketball players in the world, including Chuck Taylor, the player who made the Converse brand famous. This legacy brand’s new logo, which consists of a star and a chevron that is reversed by 90 degrees and was redone in July, serves as the primary center of interest in the showroom. It is characterized by a concrete-effect floor and enormous black corrugated sheets on three sides, which are utilized for the exhibition of over two hundred various styles of shoes. The space is designed in a “street minimal” manner. There is a graphic that recreates the façade of American buildings from the 1930s, complete with red bricks, windows with grids, paintings, and graffiti. The top portion of the showroom serves as a canvas for the graphic. It is possible to see complete symmetry in the space since it is characterized by lines that escape in all directions and emphasize its depth. The middle of the court serves as a runway, with two green bands that extend all the way up to the fifth wall, highlighting the brand and the mannequins that are modeling the clothing. Display cages and wooden tables are located on each side of the runway. One of the defining client-service areas is the “converse café,” which serves as the greeting room for meetings with customers when they are present. An fundamental style is maintained by the shop via the use of a tough vocabulary, which includes the presence of couches and stools that have a sturdy appearance and an iron construction, as well as the extensive utilization of osb (reconstructed wood) in the kitchen and backdrop panels. Graphics with a “industrial jungle” motif, enormous circular rope rugs, and a few paintings depicting “converse” champions all contribute to the space’s overall feeling of coziness. Together, a dali system and RGB LED strip lights make it possible to create a variety of distinct ambient environments. The atmosphere is accentuated with pendant lighting designed in an industrial style, and multiple spots offer illumination that is individual to the product. For all of the basketball enthusiasts out there, the showroom is an unforgettable experience! Take a look at the pictures on the website indiaartndesign.com.