Sometimes a location and its intended use are a perfect match. Such is the case with the newly designed showroom of the Picinelli Fashion Agency in “The Valley,” an innovation hub in Kemptthal, Switzerland. Within the former halls of the historic Maggi factory, a 615-square-meter space has been created where international fashion collections take center stage—set against an architectural backdrop steeped in legendary history.
A historic brick façade, high ceilings and striking arched windows characterise the meticulously restored Kemptpark, a former industrial site dating from the late 19th and early 20th centuries. None other than Julius Maggi himself converted the former mill in Kemptthal, in the canton of Zurich, into a soup factory and invented the legendary Maggi seasoning there in 1886. What a story, isn’t it?!
In 2018, real estate developers acquired the majority of the approximately one-kilometer-long site and transformed it into “The Valley,” a state-of-the-art innovation hub that now houses over 140 companies. Swiss fashion agency owner Daniel Picinelli was also immediately impressed: “I used to drive past the location on the highway all the time, but I’d never actually been there. At some point, I visited a friend’s agency there that had already moved into The Valley. And I thought: Wow!” There’s a vision for the future here, a completely new mindset, and an exciting vibe. After Picinelli had looked at three or four spaces that were still under construction, he and his family decided on the showroom he uses today.
Daniel Picinelli had a very clear vision for his new 380-square-meter showroom, which spans two levels: “I wanted to give the products more space and not have everything so cramped anymore—I wanted it to feel airy.” After the design presentation at our “home of identity” in Markdorf, Daniel Picinelli was immediately blown away: “KNOBLAUCH understood exactly what I wanted. That’s never happened to me before.”
“The story behind the story—that is, Daniel Picinelli’s personality and his vision—was at the forefront from the very beginning. It was also important that items from the old showroom—which also embody the fashion agency’s DNA—find a fitting place in the new location. This naturally includes the obligatory old counter bell, which customers enjoy ringing with a smile as they enter the showroom,” explains retail expert Chris Zorn.
Together with Daniel Picinelli, KNOBLAUCH developed a design concept that deliberately highlights the existing architecture. At the same time, numerous existing designer furniture pieces, lighting fixtures, and one-of-a-kind items were harmoniously integrated and strategically complemented by new fixtures. “With the arched windows, the tapered columns, and the abundance of natural light, we have an incredibly beautiful framework here,” explains our interior designer Sophia Tölle. “Our task was to highlight that and give the various brands a clear, distinct stage.”
The two-story showroom is clearly organized. While the ground floor features a shoe section, the upper floor is dedicated to international fashion brands such as Cinzia Rocca, Roy Robson, L.B.M.1911, and Antonelli Firenze.
To ensure maximum flexibility, our metalworkers fabricated steel bars in various lengths and designs. “We opted for a uniform, linear design that offers plenty of opportunities for variation—for example, for showcasing individual outfits as well as accessories,” Sophia emphasizes. With their bronze-finished surface featuring a shimmering effect, the bars provide a contrast to the bright rooms.
Large-scale brand imagery and precisely crafted logos made of black and white Plexiglas provide visual guidance. Curtains further delineate individual areas and create a pleasant atmosphere. Additionally, there is a high degree of flexibility to adapt to seasonal changes.
says Daniel Picinelli.
The centerpiece of the showroom is the spacious bar. The counter is fitted with a high-quality compact slab whose surface mimics the open-pored Roman travertine—elegant in appearance yet durable for everyday use.
This is where conversations take place, collections are presented, and events are hosted. An integrated coffee machine, ample storage space, and refrigeration for a delicious Prosecco make the bar the social hub of the showroom. “We build strong partnerships between brands, stores, and people,” explains Daniel Picinelli.
The historic display cases and the wood-look merchandise table—illuminated by Foscarini glass lamps from Daniel Picinelli’s personal collection—are also particularly eye-catching. Speaking of lighting: the bronze-colored Tom Dixon lamps and a chandelier by Nemo Crown have also found their perfect place in the new showroom. The chandelier skillfully highlights the grand piano, which is regularly played by a pianist during fashion shows. Daybeds, armchairs, and other seating options create a relaxed lounge atmosphere.
“Thinking beyond what already exists and combining it with new elements is what makes projects like this particularly exciting,” says Sophia. “Precisely because both the architecture and the interior design are so extraordinary, an atmosphere with a genuine identity is created.” And so, a former industrial building was transformed into a showroom that bridges the past and the present—and perfectly showcases fashion.
