OVS & EXCELSIOR MILANO

“When we started formulating the project, we immediately thought of rendering the realization more noble, essentially through an industrial material characterized by refinement of a special manual processing”, explain Pedron and Zito. “Well aware of the company’s openness to experimenting, we turned to De Castelli, addressing together technical, aesthetic and functional problems posed by what we imagined as a bright, shimmering metal skin that will get oxidized by the weather.” Eighty days to design and build two pavilions in the prestigious location of Expo Milano 2015, located in a key position, paying attention to reflect the different business philosophies, one democratic, the other more exclusive, both dedicated to two fashion-related brands: OVS and Excelsior Milano. Two smart buildings, that in the highest sense of recycling and reuse gave from a temporary opportunity – the exhibition – are projected into the future, becoming elements of a nursery company situated where the company is located, Veneto. It has been a challenge, compelling and complex, chosen to be faced by the architects (and university professors) Alessandro Pedron and Marco Zito, when an initial idea formulated to Gruppo Coin, which through the OVS and Excelsior brand is the Official Retailer of the Expo Milano 2015, turned into a concrete assignment. Here, the invention consists of a unique large metal shingles in the rhomboidal form, developed by Pedron and Zito with the Venetian company De Castelli which blends in its business strategy an enviable experience in metal finishes for architecture, with a continuous research for innovation. The collaboration and personal friendship between Marco Zito and Albino Celato, gave birth to an innovative mantle of diagonal four-side geometrical figures, designed in two different finishes for the two brands: technological and industrial in brushed aluminium finish in the case of OVS and precious cor-tén DeLabré with gold-coloured reflections to represent the more sophisticated and exclusive identity of Excelsior Milano. Both versions are complemented by an hand made finish on individual shingles, which has helped transforming into a texture the coat already “moved” by particular diagonal disposition and different level of installation of the metal plates.

ARCHITECT Marco Zito + Alessandro Pedron architetti
PLACE EXPO Milano
YEAR 2015
PHOTO Alessandra Chemollo