DIADORA OPENS ITS FIRST FLAGSHIP STORE IN CORTINA D’AMPEZZO
Diadora has opened its first store in Cortina, in the stunning setting of the former Palazzo Telve, an iconic work by the post-war designer Edoardo Gellner. Arriving in Cortina d’Ampezzo in the 1940s, Gellner was captivated by the unique charm of the place, with its rural architectures and imposing mountains, and soon established himself there. Over the years, he engaged with the city in his refined and original language, becoming one of the leading figures in this urban renewal, and designing some important buildings including Palazzo Telve, home of the Società Telefonica delle Venezie. Arguably the most significant work of Gellner’s Ampezzo production, Palazzo Telve was commissioned for the 1956 Cortina Olympics. The Olympic flame serves as a link between the building’s construction and its renovation – aimed towards the upcoming Winter Games. Commissioned by the Moretti Polegato family with the assistance of the RP8 studio, the renovation of the entire complex housing the store was carried out with great respect for the original project.
The new Diadora space, nestled in the heart of the Ampezzo mountains, is created in harmony with its original structure, drawing inspiration from Gellner’s space management philosophy and his love for the innate material variety of the mountains. The Diadora store thus emphasizes the use of local materials, employing Larch, stone, and a natural iron like Calamine, creating a juxtaposition between the warmth of the Dolomites’ typical materials and the black of metal and paint, used to enhance the product through expert use of light. The use of Calamine on the walls enables agile and constantly interchangeable display systems through magnetic anchors. The sunshades on the windows are designed with a perforation pattern echoing the 5 circles of the classic Diadora logo, projecting light plays inside the exhibition space.
The dressing rooms with backlit graphics offer customers an immersive and enveloping experience. Great attention has been placed on project sustainability, utilizing not only local materials but also local workforce, allowing them to showcase their expertise in processing materials typical of the area, through knowledge passed down for generations.