The Best ofIntima & Swim Edit
Massimina (Italy)
17 September 2021
The foyer of an age-old theater brought back to its ancient splendor by a lighting design which puts lingerie and swimwear center-stage
Standing in Bologna’s historic center, under the portico of S. Stefano street, Massimina epitomizes store owner Daniela Poggi’s refined taste and radiant personality. It was originally opened as a haberdashery in the 1970s by Donatella’s mother, Massimina. Over the years the store has evolved into a boutique, known across town for its offering of mid to high-range intimate apparel and beachwear with a focus on the industry’s best-known brands. In1999 the store relocated a few doors down to what used to be a theatre foyer; the hall had been damaged in a fire and had to undergo restoration work, bringing it back to its original magnificence. The boutique comprises two rooms separated by a sumptuous curtain, a “portal” dividing two worlds. The front room is clearly visible from the street and serves as a “second window”. However, once inside the store, it is the large second room which really takes customers’ breath away, with its frescoed vaults embodying all the charm of the old theatre’s vestiges.
Over the years the store has undergone several restylings, and in 2013 the round tables which still characterize the store’s interior were introduced. The most recent restyling in 2020, carried out by PiùStore, focused prevalently on lighting. The goal was to freshen up the boutique’s image, adding a young modern touch, in contrast with the historic buildings surrounding it. The project’s ingenious fil rouge is the strategic use of LEDs: outside, the store sign made of a fuchsia LED tube creates the perfect contrast between contemporary style and historic setting, while the projectors have been studied to give the window layout maximum visibility. Inside, positioned under the shelves and above the hanging rails, LEDs bring to life the items on display in their captivating colors. At the center of the first room, in a bright and appealing ambience, stands a delightful round table with billiard-style legs, showcasing colored bathing suits. The two store spaces are divided by a plush turquoise curtain, the same turquoise we find in the two fitting- rooms, echoing the chromatics of the frescoes, giving the entire store depth and a sense of freshness. The lighting of the curtain and the two mirrors in polished glass has been designed to reproduce the dramatic effect of theatrical lights: upon crossing the portal every woman should feel unique, ready to make her stage debut.
The show unravels in the main room, where the decor is dominated by a poster, high on the back wall, and the charming large table with designer drawers. The recent restyling has also increased the layout space with the addition of two rows of shelves between the hangers so as to create total look focus points: this is a real plus in summertime when the complete beachwear range, from bathing costumes to beach dresses and accessories become the stores’ attraction. As from March 2021, thanks to the restyling which puts this distinctive location back into the limelight, clients visiting Massimina can really feel like they are entering a “theatre where every woman can shine”. And the award for best director goes to the owner and her team of expert sales assistants. With her eye for beauty, passion and inspiration, Donatella ensures every customer has a unique experience with a customized, high-level professional service which we can beyond doubt affirm distinctly distinguishes this store from so many others.
❤We love the black and white poster portraying a naked woman on the sand, framed by a fuchsia LED flexible matching the store sign and adding a theatrical flair to the frescoed room.
Sales surface: 295 sq ft
Among the brands carried:
Lingerie Ambra, Chantelle, Hanro La Perla, Paladini, Passionata, Ritratti Milano, Lou, Vanity Fair, Verdissima, Twin-Set Night & loungewear Hanro, Massimina, Paladini, Tatà, Twin-set, Verdissima Knitwear Danapisarra, Fraly, Hanro, Lisanza, Oscalito, Samma Shapewear Wacoal, Vanity Fair Calze André, Dolci Calze, Gallo, Girardi, Omero, Oroblù, Resi
Swim, beach & resortwear DnuD, Iconique, Justmine, La Fabbrica del Lino, Luisa Maria Lugli, Paladini, Ritratti Milano, Twin-Set, Verdissima Accessories Massimina hand-crafted scarves and headwear.
Number of stores: 1 (Bologna)
Photos by: Andrés Otero
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