Newtone studio by Michele Rossi took care of the design of the new Borsalino flagship store and showroom in Milan.
The store leitmotiv is that graphic sign, like a wave, derived from the fluid and undulating movements of the hat’s brim still wet, when raw and newly formed hats stay stacked in the laboratory waiting to turn get each of its color, size and shape.
Architect Michele Rossi imagined a space where “there is no furniture, only architecture shapes containing the precious hats”.
Shape and light are the only elements on the walls. The wooden gray pulp is the highly tactile avatar of the felt, spread on the space by drawing the graphic sign of the brim of the hat to infinity along all the walls, an harmonic language evoking the charm of tactile softness and all-Italian charm of one the most exclusive brand in the world.
Borsalino, a brief history of a true Italian icon
Giuseppe Borsalino (called Master Joe) was born in Alessandria, Italy in 1834. He became a qualified Master Hatter during his work after he started working (for around seven years) in the Berteil hat factory in Rue du Temple, Paris.
A year after Paris, Giuseppe returns to Alessandria and, together with his brother Lazzaro, they open the first workshop in Alessandria, where the Borsalino legend began.
In 1897 Master Joe visited one of the greatest hat-making factory in London: Battersby, and decides to import the new machines which had revolutionised the British hat-making industry.
When Giuseppe dies in 1900, his son Teresio Borsalino took the company and immediately the hats production grows from 2800 daily units in 1901 to 5500 in 1909, up to the record of two million hats a year during the roaring twenties.
With Teresio guiding it, the company won the Grand Prix at the Paris Universal Exposition and start collaborating with Marcello Dudovich. Over the next few years, Borsalino advertising posters and photos are among the best of their time.
“In the past, we created generations of style.
Today we create the style of the new generations”
Borsalino owns several single-brand boutiques in Italy and in Europe, destined for those customers who desire a dedicated service, upon appointment, to preview the couture collections.
The brand is also sold in the most prestigious and elegant department stores and boutiques all over the world: Saks Fifth Avenue, Harrod’s, Isetan, Galeries Lafayette, Selfridges, Bergdorf & Goodman, Neiman Marcus, and Barney’s just to name a few.
Celebrities such as Leonardo Di Caprio, John Malkovich , Nicole Kidman, Johnny Depp, Kate Moss, or Naomi Campbell wear often the unique style of the living legend of the most prestigious hats brand in the world.