FIDENZA VILLAGE MAINSTREET

The Gran Tour to discover Italy 

Fidenza
2018

Vudafieri-Saverino Partners designed the new Mainstreet of Fidenza Village Outlet Shopping, turning the "en plein air" walk into a journey to discover Italy.

A landscape design project that focuses on the quality of outdoor spaces: to foster a renewed relationship between places and people. The studio has redesigned the 600 meters walk around which the 120 boutiques and restaurants of the shopping district are distributed. 

Taking a cue from the particular shape of the plant of the "Village" - which recalls the Italian boot - the new architectural concept of the space has been divided into three stages, each of which recalls the vegetation, the colors and the typical spaces of North, Central and Southern Italy. 
The project reorganizes the external spaces, inspired by the concept of square as a core place in the development of Italian sociality. Restaurants and cafes of the Village open up on gazebo and terraces.
Tiziano Vudafieri and Claudio Saverino wanted to recreate the atmosphere of the "Grand Tour of Italy", the dream of generations of foreign visitors.

The journey starts from the north of Italy, represented by colors and cold tones such as sage and olive green, with camellias and azaleas that recreate the vegetation of the famous villas on the lakes.
Then we move on to the Center, with a color palette "terracotta-rose", where the plants of arbutus and osmanthus evoke the Mediterranean maquis of the Tyrrhenian coast. Finally the South with the colors of the sandstone reminiscent of the buildings of the Mediterranean, while dwarf palms and cycas recreate the vegetation of the large islands.

Vudafieri-Saverino Partners project intends to redefine the shopping moment, introducing a new spatial distribution model - a relationship between interior and exterior, quality of the elements of urban furniture - in order to favor a fruition of places and shopping experiences that are not merely instrumental. A "relationship design" project that places at its center a renewed harmony between free time and social relationships, where people are not considered only as consumer agents but as interpreters of complex needs: aesthetic, functional, social, relational ...

PROJECT 
Vudafieri-Saverino Partners, Tiziano Vudafieri and Claudio Saverino

in collaboration with P'Arcnouveau Design Office

DESIGN TEAM 
Anna Petrara, Marialisa Santi, Thomas Pedrazzini