Lounge Bar F.lli Gancia

Fratelli Gancia, the legendary and most celebrated Italian company in sparkling wines and special liquors based in Canelli, in the heart of the renowned Langhe landscapes, has recently started a radical renewal of its brand image and its marketing strategy. Part of this strategy is the request to Benedetto Camerana to design Spazio Gancia Lounge bar, a unique “wine terrace” in Milano via Tortona, the core of the most famous design district in Europe.
The project gives a strong, clear, refreshing interpretation of the brand historical values such as the deep rooting in high quality land product and the enduring tradition in corporate image and marketing innovation. This approach comes to visual form in the bar counter through the plexiglas “bubbles” symbolizing the sparkling wine. Light design and brass golden backdrop make the differently cut plexi tubes look like fl oating in a fl ute glass. The ceiling and the bottle shelves multicoloured led lighting enhance this general atmosphere of lightness.
Finally, the project is designed as a fi rst experience to be repeated in other locations and situations.

credit

Project: Benedetto Camerana
Consultants: Bodino SpA (design and execution), A.B.C Elettrik s.r.l (construction plants), Ingenio group (furniture supplies), A.P. Project (design and construction of systems and facilities for the counter)
Functions: Milan: marketing office, multi-purpose hall (Bar, meeting, conferences, etc.); Monaco: Gancia space inside the Kaufhof shopping arcade
Customer: F.lli Gancia s.p.a.
Procedure: Direct assignment
Chronology: Milan: design and construction (2009), Munich (2010)
Location: Milan, Via Tortona, 21. 3rd and 4th floor; Monaco, Kaufhoff Gallery
Collaborators: Aline Nunes, Paola Dall’Ara, Paola Robbe
Dimensional area: 150 square meters
Building cost: € 165,895.00
Photo credits: courtesy F.lli Gancia s.p.a.