Gervasoni Flagship Store
Via Durini, 7 Milano
Photo Gianluca Bellomo // Set-up Beatrice Rossetti Studio
Virtual tour Living3D
With the announcement of the Pantone Color of the Year, the Gervasoni flagship store at Via Durini 7 in Milan is renewed through a display that fully embraces its spirit.
ALMOST WHITE is a statement of poetics and identity: a white that is never absolute, but layered and nuanced, crossed by textures, reflections, and subtle chromatic variations.
The palette unfolds through stratification, guiding the eye along the showroom’s path in a natural progression, where each setting connects to the next through chromatic and material details.
Thanks to: Biancodichina, L'Arte nel Pozzo, Mariadela Araujo.
The display opens with a first outdoor area, conceived as a luminous threshold. The Noa 36 table is surrounded by Brise 23 and 24 chairs, while the Ghost Out 05 armchair introduces the collection’s iconic sense of informality. The Inout 42 and 43 coffee tables engage in dialogue with the modular Hashi sofa, recognizable for its rigorous structure softened by generous cushions, flanked by the Ripple 195 floor lamp, whose textured surface reflects the light with subtle vibrations.
The space then leads into a large living area dominated by two Ghost 112 sofas, facing each other to create a symmetrical and welcoming composition. Their soft housse covers interact with the Ghost 11 armchair, reinforcing the idea of informal comfort that defines the collection. At the center, the Gray 49 and Brick 242 and 244 coffee tables introduce a balance between solid volumes and material surfaces. The Gray 41 and 42 side tables host the Pajama 92 lamp, while the Next 999 rug defines the living area with visual continuity.
The journey continues into a second, more intimate living area, where the Loll modular sofa takes shape in a broad and articulated configuration. Its enveloping forms and flexible modularity suggest a spontaneous, contemporary sense of comfort.
The Brise 44 and 43 coffee tables lighten the composition with essential volumes and clean surfaces.
The dining area is centered around the Mediterraneo 33 table, the focal point of the space, surrounded by Eidos 23 and Inout 823 chairs. The presence of Ghost Out 23 and the Daen collection creates a dialogue between indoor and outdoor living.
This is followed by a new living area, conceived as a soft pause along the path. The Nuvola 12 sofa is paired with the Heiko 42 coffee table, defined by a tactile, sculptural texture. The Pajama 92 lamp, together with Yaku 61 and Spin 95, introduces discreet lighting accents, balanced within the dominant neutral palette.
The journey concludes with the Samet High modular system, distinguished by its bold proportions and high backrest, which defines the space with a sense of balance. Brick 19 and 18 coffee tables accompany the composition with compact, material surfaces, while the Loll 07 armchair adds an additional layer of comfort.
Here, the palette opens up more clearly: whites soften into powdery blues and delicate greens, suggesting an interpretation of Pantone 2026 filtered through the Gervasoni identity. Not a declared statement, but a natural harmony between chromatic research and materiality.
In the sleeping area, the atmosphere becomes more intimate and secluded. The Ghost 80 G bed takes center stage with its soft headboard and removable upholstery. The Gray 45 side table and Gray 15 bench add functional elements with a sober character, while the Saia 05 armchair introduces a more personal touch. In a secluded corner, the LC 60 writing desk paired with the Mosquito 21 chair by Rex Kralj creates an intimate space designed for focus and concentration.
Along the walls, pieces from the Daen collection designed by Federico Peri unfold: on one side the Daen 69 sideboard, on the other two Daen 72 bookcases, united by a coherent and material-driven language. Their elegance lies in the details and in the carefully selected materials: lacquered MDF and ash wood upholstered in carved eco-leather express Gervasoni’s ongoing pursuit of balance between craftsmanship and innovation.
ALMOST WHITE is a setting that explores the boundary between neutrality and character.
An invitation to observe nuances, to recognize the strength of details, and to experience space as a dynamic balance between light, material, and proportion.