Salvioni Milano Durini | A New Interior Design Project for the Milan Showroom Window

Salvioni Milano Durini unveils its new window display, dedicated to Mid-Century Modern style and a passion for iconic design.

For the first time, the project bears a single signature: Salvioni’s own. Its concept draws inspiration from the stylistic language of vintage design, whose character, both nostalgic and elegant, looks to the past while reinterpreting it in a fresh and sophisticated way.

Retro textures and vintage decorative details have been carefully combined to create a relaxed setting, centred around a selection of design pieces that tell the story of the heritage of fine craftsmanship.

True to the showroom’s concept, with each floor dedicated to a different vision of home, the window display is conceived as an archetype of an urban apartment. The space unfolds into a generous living area that also serves as a dining space, and a more secluded sleeping area opening onto a boudoir designed to welcome guests.

Set against rich wood finishes and chocolate hues, visitors are welcomed into a warm, relaxed and inviting atmosphere reminiscent of traditional English smoking rooms and the law offices of a New York that now survives only in the cinematic imagination. A curated selection of pieces rooted in the tradition of fine cabinetmaking, including Gianfranco Frattini’s Sesamo writing desk and Pieter De Bruyne’s PB61 sideboard, creates a harmonious dialogue with the wooden boiserie and geometric wallpapers, whose aesthetic is distinctly 1970s.

Art is an integral part of this setting, an honoured guest and a defining feature of every Salvioni installation. Here, it serves as a contrasting element that stands out from its surroundings, offering a fresh interpretation of the narrative. Alongside Damien Hirst’s “Mickey” screen print and Afro Basaldella’s painting “Senza Titolo” comes a third, more “musical” element: Peter Karpf’s PK65 chair, born during the Golden Age of Scandinavian design and now a celebrated piece of design history, treasured by collectors.

Throughout the installation, it is important to acknowledge the contemporary spirit that Salvioni has sought to bring to the setting. Alongside numerous iconic pieces, a carefully curated selection of contemporary design products plays an integral role, bridging the worlds of classic and contemporary design. Drawing on the collections of leading Italian and international design brands, this selection includes a number of distinctive pieces, such as Carlo Scarpa’s Doge table, Hans J. Wegner’s CH07 Shell Chair and Børge Mogensen’s Huntsman Chair.

A window display, then, that deliberately explores a variety of possibilities, blurring the boundaries between present and past, iconic design and functionality. It embodies the increasingly vibrant concept of shared tastes and trends, each interpreted through the lens of what is perceived as beautiful and desirable.