STORE A.M.R. ANNA MELLO RELLA
Green Pea, TurinThe project involved developing the visual identity of a new brand with ancient and solid roots that had to present the fruit of a new concept. The yarns used are produced by Tintoria di Quaregna, an ancient company rooted in the Biella area, one of the most historically important territories for spinning and dyeing. A company that boasts a tradition of research in the field of natural textile dyes and that uses more than two hundred types of herbs from all over the world without the use of chemicals. In order to allow people to understand the processes, the basis of the colours and their precious history, small cedar wood containers have been made for the spices. A “herb warehouse” that contributes to creating a storytelling, which is born and developed from herbs and plants, and in which each of them becomes a thread that weaves a new and original narrative.
A yarn that is naturally dyed into designer knitwear but whose message is conveyed visually, tactilely, and therefore sensorially. The furnishing system is conceived as an extension of AMR’s own content and formal and communicative values, giving particular weight to the relationship of the final product with nature, making it explicit and allowing visitors to immerse themselves in it.
A dark colour of the furniture designed on a sample is the background to the colours of the knitwear. The product is displayed on steel shelves in the background of a large video with moving images to mark the changing seasons.
