Nuova Group Transports Milanese Restaurant Back to the 1970s
Recalling the aesthetics of American interiors of the time.
In Milan, an inconspicuous restaurant has become a time capsule taking guests back to the 1970s. Created by Los Angeles-based design studio Nuova Group, the “Time Travel” installation has been unveiled as part of the Milan Design Week program for 2024, and brings a multi-sensorial journey to the Via Stampa bistro.
Upon arrival, visitors are welcomed at the Time Travel Terminal. Here, they are met with a scent designed by Aeir, titled Suede, as well as fixtures crafted from dark wood and archival textiles.
Then, guests become the audience for a theatrical performance and spatial intervention, guiding them through a six-minute time warp to 1971 – all based around the quintessential American living room, complete with performers dressed in period-correct attire. Across the space, a specific shade of deep yellow features prominently, in a bid to tie in with the time period they are recalling
Nuova Group, which was founded by Rodrigo Caula and Enrico Pietra, have also used the occasion to debut their first furniture collection, which is tucked behind an aluminium wall.
Typical of the studio’s immersive nature – which has garnered them collaborations with the likes of Tesla, Yeezy, and Rimowa – the collection launch only forms part of the wider narrative at Via Stampa. The restaurant remains fully operational too, allowing diners to become part of the work just by sitting down for dinner.
Time Travel is open for the duration of Milan Design Week, until April 21. Throughout the duration of the exhibition, Nuova will partner with different brands – guests will sip beverages from Ferrari Trento and Cedrata Tassoni of the Lunelli Group, staff will be uniformed in L’equip garments while wearing Retrosuperfuture glasses.
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