Dialogue of Dualisms

SEM opens its first showroom in Milan

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Dialogue of Dualisms
28/11/2018 - After its debut at Milan Design Week 2018, the new Milanese brand SEM (Spotti Edizioni Milano) opens its first showroom on 15th November 2018 at 31 via Garofalo. In the 250mq showroom, styled by Valentina Cameranesi and Enrico Pompili’s studio, clients can experience first-hand the entire range of stylish and multi-faceted SEM products. The space accommodates and celebrates the different design angles and distinctive features of each collection, all equally encapsulating SEM’s philosophy: a blend of project culture, industrial logic and excellent craftsmanship.
 
SEM products are displayed against the backdrop of hanging canvases, created with Kvadrat fabrics, and panels in both soft and contrasting colors, dividing the showroom into numerous sections and guiding the visitor’s eye on a strategic course, while maintaining the overall picture. Suitably created for the exhibition, this course has been designed to highlight and promote the featured collections: Pivot by Giacomo Moor, Futuraforma by Marcante-Testa, Check by Elisa Ossino, Gold and Rose Gold by Paolo Rizzo.
Check, FuturaForma, Pivot

Check, FuturaForma, Pivot

Mirror play, accentuated by the surfaces of Rose Gold and Gold, adds an additional architectural element, putting the pieces on display in dialogue with each other through a game of reflections that enhances and enlivens the space. Vases from Collezione Massimo Minini, carefully selected for the showroom and displayed on a bookcase situated between the Check and Futuraforma collections, enhance the space with more detail, and break-up the rigorous display area, allowing the collections to communicate.
SEM showroom

SEM showroom

Pivot by Giacomo Moor takes its name from the pivoting mechanism of the doors, inserted on the assembled poles to open and close with a simple rotation movement. It is a collection made up of several elements: desk, bookcase, two console – angular and free standing – a storage unit and a small table. The minimalism of the structure, in tubular iron, is enriched by shelves in fossil elm and lacquered containers. The doors are in etched brass, with patinas in four colors (blue, red, green, verdigris) designed and created exclusively by Fonderia Artistica Battaglia.
Pivot, Giacomo Moor

Pivot, Giacomo Moor

Futuraforma by Andrea Marcante and Adelaide Testa takes up the tradition of custom-made furniture that architects commissioned to their craftsmen. The Duale table brings together two tables in one, the first with a laminate top, the other in white Lasa marble. When they are put together, the size is monumental and the structure is configured as a refined pastiche of red mahogany, steel, painted iron and black MDF. Genio, another hybrid object, reinterprets the theme of the chandelier with copper tubulars, fabric cables and diffusers on sandblasted glass. The trimming inserts, supplied by a historical Turin bottega, add a sartorial detail. The Magico carpet further re-elaborates a very classic idea – the framed pattern – with a contemporary graphic and an ironic pompon edge.
SEM showroom

SEM showroom

Genio Chandelier, Marcante-Testa

Genio Chandelier, Marcante-Testa

Check by Elisa Ossino focuses on textures and chromatic contrasts. Composed of a round table, cabinet and small table, it stands out for the «check» of the surfaces, a dashed grid with a line of a millimeter thickness. Usually associated with the world of laminates, here the print reveals the wood grain. The same unexpected combination of material and finish for the Bauhaus-inspired iron tubular structure, coated with a liquid rubber paint that dilutes its rigor. The black Valchromat outline accentuates the graphic appearance of the whole, recalling the two-dimensionality of a sketch. Contemporary, with a nostalgic soul, Check chooses a palette of clear and vibrant colours, where shades of gray are lit by pink, red, sky and grass.
Check Table, Elisa Ossino

Check Table, Elisa Ossino

Gold by Paolo Rizzo looks at the lesson of the Milanese masters in constructive grammar and the use of materials, to update their language and technology. It includes sideboard, chest of drawers, a bookcase, tables, low tables and a family of lamps. The 24-carat gold-plated supermirror steel – a finish that transforms the alloy into a noble metal and avoids oxidation – recalls the brass of the Italian upper class houses of the recent past amplifying its shine. Sideboard and chest of drawers have contrast lacquer interior. The bookcase is modular interlocking with modules of different heights, of which the tables take up the final element to make a shelf. The table is designed as a microarchitecture. The lamps, single or clustered, have double rotation movement to direct the light.
Gold, Paolo Rizzo

Gold, Paolo Rizzo

Rose Gold by Paolo Rizzo is a variation of the Gold collection. Here the finish is in metallic alloy with shades of pink, glossy or satin, warmer and more diluted than gold. Also in this case, the reference is to tradition, specifically to the atmospheres of the beginning of the century. The elements are the same as Gold: jewel-like furnishings with clean lines, a composition game that starts from the golden section and proceeds with «elegance details»: the rounding of a screw-fixed foot, the perfect interlocking of the steel sheets laser cut, the star foot of the table leg that becomes the protagonist of the surface thanks to a system of high glassware artistic technique. Furniture designed by architects is also reflected in the taste for sophisticated hidden finishes, such as the interior paneling of the mohair velvet drawers.
RoseGold, Paolo Rizzo

RoseGold, Paolo Rizzo

SEM showroom

SEM showroom

SEM showroom

SEM showroom

SEM showroom

SEM showroom

SEM showroom

SEM showroom

SEM showroom

SEM showroom

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