italian clothing brand forte_forte has now expanded to the U.S. with its latest store on melrose place, in los angeles. conceived by giada forte and robert vattilana — art director and giada’s life partner — the boutique includes a series of tactile and visual sensations: a narration of emotional spaces that welcome the customers, fading the boundaries between the clothes and the person wearing them. through such a delicate yet sturdy aesthetic, the forte_forte character is imbued by a sense of timeless classicism.

a balance of matter and light, a gentle combination of curved and linear elements and a play of solidity and transparency celebrates the volumes and lines of california modernism. two huge stones — coming from the palm springs desert and meant as a tribute to the work of peter fischli and david weiss — becomes the protagonist of the exhibition area, which stays in balance with refined nuances and pure forms that mark the brand’s characteristic language. all images by danilo scarpati 

the forte_forte store (see more here) is nestled on the ground floor of a building that dates back to the 1930s. a sage green enameled metal facade catches passers-by’s attention, with floor-to-ceiling shop windows revealing some of the rich interior, letting its various textures do the talking. the door, recessed with respect to the facade, is adorned with a large round grit handle that when opens, a spatial narrative unfolds behind it.

inside its los angeles boutique, forte_forte has employed delicate pastel tones for both walls and flooring. to further enhance the ethereal feeling, the designers opted for full–height muslin curtains to act as immaterial and permeable partitions, letting natural light penetrate the spaces. this sensitive light is balanced by the angular and metallic geometry of the brass wall, whose reflections enhance the perception of depth and space. meanwhile, four thin columns blend into the ceiling, inside three non–concentric circles of plaster — an homage to the luminous geometries of artist james turrell.

throughout the interior brass becomes a common sign that reflects the material grammar of forte_forte. the stage box creates a harmonious balance of curves and straight lines: on the left side, the volume is squared, while on the other side it becomes round, serving as dressing rooms.

at the back of the shop, the dressing rooms open like a jade green capitonné velvet shrine behind two curved brass doors with large portholes. there, a green velvet curtain comes in contrast with the otherwise smooth interior. hidden from view, the cash desk and the warehouse, with the products contained in archive modules on rails, are a functionalist extension, but in a sage green color. the project is concise and vibrant; light becomes matter, in an ineffable balance of the geometric and the organic.

the collection has grown over the years, continuing the tactile and dreamy narrative born within its milan, paris, london, and tokyo boutiques.

location: at 8424 of melrose place, los angeles

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