The Love to Ride event, which will be held at la Rinascente from the 8th of November to the 14th, on the occasion of the 74th edition of Eicma, will host a series of events involving the most important brands in the motorcycle and lifestyle industry.
The eight shop windows that look directly on piazza Duomo, were curated by Gianmatteo Romegialli, former trial champion and now successful architect.
Here’s what he told us about this project.
A degree with Honors in Architecture and an unrestrained love for motorbikes. Can you tell us how these two passions were born?
These two passions are closely connected with each other; both my parents are architects, and this has definitely affected my career choices. My father taught me how to appreciate architectural research. Attending the building sites from an early age made me learn how to value the work of master builders who, with their experience, transform projects and sketches into real architectural works; on the other hand, motorbikes are a symbol of beauty and great elegance and they excite me just as much as architecture; motorcycles fascinates me for the incredible balance between form and function, all the elements that constitute them are unavoidably displayed and perceived and each element must find the right balance between form and function. The motorbike for me is a symbol of freedom and independence, it is a wonderful means that allows me to explore the territory on my own, a unique and indescribable experience.
How did the collaboration for the creation of la Rinascente for Eicma was born?
The best collaborations are always born by chance and this is no exception; I am very pleased with the end result and I thank the passions that I share with the creator of Eicma and the unique vision of la Rinascente team.
What is the key inspiration of this partnership?
From the beginning, my team and I named this project “For Collection“, we decided to move the motorbikes from their most obvious context, the road. Motorbikes are raised and suspended, they remain motionless, showing all their beauty in an unconventional way.This aspect makes the bikes become collectors’ items. Afterwards, we thought about the shop window space trying to work in an architectural way with its dimensions, proportions and boundaries. Mirrored surfaces alternating with metal ones play with a unique perspective, so that the final effect offsets the initial structure of the windows creating real optical illusions.
What did you like most about this project?
First of all, the opportunity to express myself through the motorcycle, an element that profoundly characterized my youth. A passion that, between the ages of 16 and 22, became a real job, when I practised Moto Trial at a professional level.
Motorcycles and architecture: what have they got in common?
I might appear nostalgic, but these two aspects were very close to each other in the past, however, the contemporary scene is very different. The world of architecture is focused on everything that might become iconic and extemporaneous, and the result is a series of buildings with an insignificant interior architecture. It is an attitude that I do not support and which I try to fight in every way.
In motorcycles, I still find that sense of mutual need, able to give a lasting aesthetic emotion that I hope to find again one day in the world of architecture.