Salvioni Milano Durini dedicates its windows to RODA with the sign of Rodolfo Dordoni
During the course of the 2019 edition of the Milan Design Week, RODA confirms its close relationship with Salvioni Design Solutions by deploying all the evocative power of its products within the installations set up in the windows and on the terraces of the traditional 20th century palace that houses the store in via Durini.
The exhibition spaces of the showroom operated by Salvioni – historic retailer of the company that is the very symbol of outdoor living – become a stage which is used by RODA not only as a setting to showcase the technical aspects of its outdoor furniture collection, but also as a powerful, eye-catching installation, expressing fascination and charm as well as the iconic refinement of RODA’s pioneering IN&OUT concept.
The Salvioni showroom makes available a space such as the window, traditionally regarded as an exhibition and passage area, and transforms it into a creative solution. Rodolfo Dordoni weaves a tale around RODA products, which take over the stage with WING screens, an ARENA daybed and a PIPER chair arranged in the guise of a swing. A content immersed in a natural environment, evoking a forest life scene.
A surreal and abstract reality, which begins outside the via Durini store with an original invitation to see how the RODA product concept can coexist in perfect harmony in the atmosphere of a recreated natural environment.
“A window that is a space of wonder and emotional interest”, says RODA art director, Rodolfo Dordoni.
RODA’s outdoor products, in fact, are not conceived solely to meet functional needs in a domestic garden or to serve as the embodiment of elegant design, but rather to be furnishing solutions that tell a story through their powerful and engaging communication potential.
As the 2019 edition of the Fuorisalone, RODA’s communicative force at the Salvioni Milano Durini showroom reveals the energy that went into the creation of a veritable product experience, a reality conjuring up an atmosphere that goes beyond the physical and functional aspects of a furnishing element. An incessant drive to identify and develop high-quality and unique solutions for the public is what enables RODA to offer collections with great value in terms of emotional comfort and get across an outdoor living design concept embodying the culture and the best features of interior design.