Antrax IT launches first flagship store in Milan

Antrax IT’s new mono-brand showroom in Milan, is designed in a sweeping monochrome palette. Black and white are the two 'non-colours' that in this new context tell the story of the company's radiators. Owing to the radiator's unique combination of design, energy-saving, sustainability and high performance, have contributed to revolutionize the world of heating furniture. For the interior of the space, over 180 sqm on two levels with two windows facing the street, overlooking the prestigious context of Santa Cecilia, has been appointed by the CEO Alberico Crosetta the architect Victor Vasilev, designer of Flaps radiator. “The visual link to the most recent corporate image, in particular to the catalogue presented in 2020, was the reference driver of the project, born from a continuous dialogue with Victor. We wanted a space strongly linked to the identity of Antrax IT, with precise connotations but, at the same time, extremely flexible and capable to adapt over time to different needs: what emerg-es synthesizes all these objectives,” shares Crosetta.

The space is not just a showroom to host the numerous collections, but rather a container for hosting events and exhibitions, even connected with the world of cinema and art, that the company has always embraced. The products - designed by renowned names in-cluding Piero Lissoni, Matteo Thun & Antonio Rodriguez, Daniel Libeskind, Dante O. Benini and Victor Vasilev are presented along the walls, occupying only the perimeter parts of the area, in an almost museum-like approach, leaving the guests the possibility to move freely inside the space or easily adapt it to other uses.

The Project

The new Antrax IT showroom is enveloped in a continuous, distinct background: along the walls, partially covered by a boiserie that creates depth and a play of light and shadows. The radiators, proposed in the same tone of black/matte white, become the protagonists. Bestsellers such as Serie T, Waffle, Android, Byobu, Flaps, Tubone, Teso, to name a few, follow one another, occupying the ground floor and the basement, characterised by the same design language. Both the ambiences are enriched by De Padova furnishing, Flos lighting, Resstende technical roller blinds and a few marble accessories. The boiserie, surmounted by linear LED, contrasts with the top of the wall and the false ceiling, again in black. On the ground floor, a large counter, completely covered in black Marquina marble, focuses the attention as the centrepiece, in front of a metal staircase leading to the lower floor where there are a second counter, a large meeting table and the material library.