Location: China

Year: 2007-2008

In designing a prototype for Ellesse’s roll out of new boutiques all across Asia, we had to find a new way to communicate sport, speed & youth, while at the same time keeping the familiar tennis connotation of this lionized brand name in courtside sports alive. Studio Venticinque’s analysis of Ellesse at the inception of the project highlighted the brand’s inherent qualities: sexiness, elegance, dynamism, and a focus on craftsmanship. Together we reached into the very heart of the matter and found the inspiration….inside of a tennis ball! The lines of the ball itself were the source of everything that followed. The undulating weave of natural wood slats, bent into alcove-like merchandising fixtures, made for an element that expressed elegance in design and artisanry. Easy to build, reproduce, transport, install and recognize, the solution responded to every need, from practicality to communication. A win win solution for all around. These units are highly flexible in format but above all, they reinforce the brand!