Tendenza

Name Philosophy
The word Tendenza in Italian means tendency, trend, or a new movement. This name was chosen to emphasize that the store is not merely a place of commerce, but a platform for presenting new currents in fashion and lifestyle for women. The identity of the project is tightly connected to this meaning—conveying a sense of movement, modernity, and individuality through spatial design.
Conceptual Idea
Tendenza was conceived as more than a retail space—it was envisioned as a place where shopping transforms into a sensory and meaningful experience. The design revolves around the subtle duality of energy and calmness:
• A vibrant, dynamic, and eye-catching entry to attract passersby.
• A softer, more intimate zone that invites customers to engage and make confident choices.
This duality was achieved through a careful combination of smart lighting, contrasting colors, and fluid, curvilinear forms.
Design Approach
• Walls and ceilings were shaped with curved gypsum partitions and finished with cement coating to create spatial fluidity.
• Lighting was treated as an architectural material:
o Focused spotlights to highlight products.
o Linear concealed lighting to emphasize curves.
o Warm, soft light in calmer zones to enhance intimacy.
• A dual color palette was applied: energetic tones for attraction and neutral tones for focus.
• Furniture and display elements were positioned to choreograph user movement and create a layered spatial rhythm.
Challenges
• The unconventional geometry and asymmetric columns were transformed into an opportunity for a non-orthodox, dynamic design.
• The high ceiling posed challenges for both lighting and ventilation, resolved through precise planning and modern technical solutions.
Outcome
Tendenza represents a successful example of merging commercial function with experiential design. The project transformed an unfinished, lifeless space into a modern retail environment with a distinct identity—where each visitor, beyond purchasing a product, encounters a narrative of style, fashion, and new trends.

Tendenza represents a successful example of merging commercial function with experiential design. The project transformed an unfinished, lifeless space into a modern retail environment with a distinct identity—where each visitor, beyond purchasing a product, encounters a narrative of style, fashion, and new trends