Case history: Terrazza Martini new opening
Terrazza Martini new opening in Milan celebrates the 60th anniversary of the terrace and reopens with a completely renewed image. The reopening of the historic terrace has shown the expansion of its three floors: giving space to pass, from business events, to the aperitif until late in the evening, to celebrate the moment of the day dedicated to meeting and sharing.
The design has been entrusted to Il Prisma, while the furnishings were custom-made and installed by Effebi. A new challenge for our company, whose positive results make us proud to have worked on this important project.
Behind the scenes of the Terrazza Martini new opening:
1100 square meters, 5 rooms for events on 3 floors that develop to ensure a path of constant discovery, with unexpected points of view that reveal the Martini brand and its identity in space.
The feeling for the guest is to live a unique and multi-sensory experience, in a tailor-made environment that incorporates the materials of the original project by the architect Tomaso Buzzi in 1958, with a reference to the marble of the Duomo and the stones of the his square.
In the furnishings produced by Effebi many materials were used: from wood in canaletto walnut and wenge, to iron and metal nets, to marble and brass for parts of the lounge bar area.
The Martini Terraces are the representative sign of the way of communication of the Martini & Rossi group (a multinational of Italian origin of the Bacardi Group). They were initiated between the late fifties and the first half of the sixties with a formula that interprets the social climate of those years of well-being, history and culture.
The first Terrace originated in Paris ate 52, champs of the Champs Elysèes by a desire of the leaders of the French company to open a space of representation to accommodate important guests. From this moment on, in fact, the activity of the Terrace was to characterized by the frequentation of famous people related to the world of cinema and fashion.
After the opening of Paris, others appeared around the world:
- St. Paulo
- Pessione, in the province of Turin, where there is also the Martini wine museum, the cellars and the historic building.
At the moment the Martini Terraces remaining at present are those of Milan and Pessione.
Terrazza Martini in Milan
Among the various openings, the one in Milan represents the Terrazza Martini par excellence, as well as a symbol of the city of Milan and a piece of history of the Italian costume.
What has remained unchanged, from its first inauguration on 9 April 1958 to today, is the extraordinary view that it gives us of Milan: the Cathedral of the Duomo and its spiers, the imposing Velasca tower, the skyline of the skyscrapers of Porta Nuova; a real glance from the top floor of the skyscraper in Piazza Diaz, where the great cinema was for decades at the center of its activity with presentations by international stars and film previews that marked an era, starting with the Dolce Vita by Federico Fellini in 1960.The numerous meetings with critics and journalists and the meeting face to face with authors and performers, have helped to create a real link with the cinema that has become a patrimony of the company and an integral part of its communication. In this timeless and history-rich environment we can mention some of the iconic characters of great cinema, Italian and international culture that have passed through:
- Luchino Visconti
- René Clair
- Vittorio De Sica
- Akira Kurosawa
- François Truffau
The design entrusted to Il Prisma, for the Terrazza Martini new opening, saw the redefinition of the rooftop concept with the enhancement and expansion of its three floors.
The name of the concept that encloses the design is "The View Finder" and is inspired by the viewfinder, the tool that the director uses to choose the best point of view. In planning, in fact, we wanted to enhance this privileged glimpse of the city of Milan and to point out unexpected points of view.
The design and architecture of the space have been conceived from a contemporary stylistic point of view, providing functional and modern architectural solutions, while maintaining the brand's history and image. In this location, which represents the perfect union between past and present, the original windows have been restored so as to enhance the lighting of the entire floor. The interior finishes evoke the Martini ingredients from the colors to the material aspects, while the transparencies represent a dominant feature, together with the mirrors and the reflecting materials, which multiply the guest's points of view. The latter will have the sensation of living a unique experience, in a narration that unites the exterior and interior through a physical path that reconnects the three floors.
On the panoramic terrace, on the sixteenth floor, a panoramic bridge has been created that is higher than the old catwalk built in the sixties, in order to best this privileged view of the city. The entire fifteenth-floor lounge area has levels, parallels, unexpected settings where there is a metal curtain, formed by three layers that, together, depict the Martini logo.
The chandelier of the central bar, still on the fifteenth floor, is instead a unique piece that has been reproduced exclusively for the inauguration of Terrazza Martini. It is composed of brass and led stems through which, thanks to an optical illusion, the brand logo is represented but only from a precise angle.
Effebi has been chosen as a partner for bespoke realization of the furnishings and their installation.
Every detail has been chosen and reinterpreted by Il Prisma in a contemporary key, keeping in mind the history that distinguishes the Terrace.
In fact the new materials chosen for the interiors faithfully recall those of the original project conceived by the architect Tomaso Buzzi, in 1958. Among these we find the marble of France that covered the floors of the Terrace: a flooring of ancient tradition and that today becomes a unique piece laid with a traditional technique.
As for the materials used by Effebi for the production of furniture we find:
- Wood in Canaletto walnut and wenge
- Iron and metal
- Brass for the parts of the lounge bar area
But let's go into more detail with some of the photos showing the works made by Effebi inside the three floors of Terrazza Martini.
Terrazza Martini original spaces
The original spaces of Terrazza Martini on the 15th and 16th welcome guests: a scenographic area, bright and versatile, characterized by the new Cocktail Bar. Interactive panels, effects in transparency, sensory experiences are part of the journey that leads to the Roof Top Bar on the top floor.
The Banco bar
The Banco bar and the boiserie are made of canaletto walnut wood.
The top of the bar and the brass supports embellish the furniture, further enriched by inserts in metal mesh backlit by Led lights. The high cocktail tables have an iron and brass structure, while the top is made of corian with the Martini logo printed on it.
The discovery wall
Rhubarb, scabiosa, coriander, gentian are only an anticipation of the long list of the most sought-after botanicals that make up the known Martini ingredients, like rotating pieces of a puzzle, on the Discovery Wall made of canaletto walnut and brass.
The mobile parts make up the shape of the Martini logo, and every piece contains stylized drawings either of the officinal plant or of the recipes for cocktails.
The Discovery Wall is flexible in design and modular in its application; every piece of the Martini logo can be personalized for the occasion and recreated in infinite compositions only to be revealed during special events.
The Roof Top Bar
On the 16th floor, the Roof Top Bar offers a panoramic and breathtaking view of the city of Milano.
Here is the Botanical Bar, whose marble panels that compose it recall the marble of the Duomo. The brass finishes and the solid wood top embellish the bar made even more sophisticated by the green wall behind it.
Terrazza Martini Business Center
The fourteenth floor is transformed into a Business Center dedicated to companies and private events.
It is made to welcome corporate clients and whoever is looking for a space that is both exclusive and flexible from which to work from, organize events and meetings.
The great event organized for the inauguration of Terrazza Martini marked the beginning of a new image of the famous Milanese Terrace, which can be defined as a lounge over the roof in Milan.
Having worked on this project has allowed Effebi to add another important piece to the long experience in the retail sector, allowing us to validate our skills and ability in managing complex projects.
Once again we have been consultants and reliable partners putting our experience at the service of the final realization.
In very short times we have developed technical and production solutions able to satisfy every customer request and modification. All this has been possible thanks to our flexible and dynamic approach developed over forty years of experience.
The result was excellet, with the full satisfaction of the client.