[et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”3.22″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”intro+par1″ _builder_version=”4.14.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n
In the center of Milan, in one of the most dynamic areas of the city where there is a strong contrast between tradition and modernity, the new concept store of Atelier Virginio La Rocca<\/a> was recently inaugurated. A space wanted and created to present the exclusive fabrics and unique decorative and lifestyle objects selected by Virginio La Rocca in a harmonious way where our fabrics are also represented. Let’s discover it together.<\/p>\n Those who enter the new concept store face a new world that hosts furnishing fabrics and special objects, unique and out-of-the-ordinary pieces, all original. One may happen to find a lamp by Carlo Nason from the 50s, armchairs from the 30s, or an \u00e9tag\u00e8re from the end of the 1800s, which is a display unit used by butchers, creatively converted into a planter.<\/p>\n Nothing is placed inside the concept store by chance because each fabric and object, color and design, are part of an idea, a common thread that comes from the great passion of Virginio La Rocca for his work. His vision and his creativity drive him to a continuous search for quality and beauty to offer his customers unique and exclusive pieces.<\/p>\n [\/et_pb_text][et_pb_testimonial _builder_version=”4.14.2″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Researching requires energy and to keep loving your job as you did on the first day, because it\u2019s a mission, to be pursued even through all difficulties<\/em><\/p>\n [\/et_pb_testimonial][et_pb_text admin_label=”par1″ _builder_version=”4.14.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n Virginio La Rocca’s customers rely on him, with the confidence to find innovation, quality, and exclusivity in his atelier, also thanks to customizations. He follows the indications of designers and architects, creating work synergies to develop their furniture projects, delivered “turnkey”. But it is especially when working with private customers that creativity explodes. In fact, he proposes his original ideas to them, and they are sometimes brave and daring, especially with color. In a panorama that often plays it safe with monochrome environments that are all quite similar, Virginio La Rocca’s style stands out. He\u2019s aware of this and considers it a great privilege to be able to become part of the homes and lives of his customers with a fabric or object that never tires because they are the result of a thought, an idea.<\/p>\n [\/et_pb_text][et_pb_gallery gallery_ids=”42790,42778,42816,42820″ fullwidth=”on” _builder_version=”4.14.2″ _module_preset=”default” max_width=”450px” module_alignment=”center” global_colors_info=”{}”][\/et_pb_gallery][et_pb_text admin_label=”didascalia Galleria di immagini” _builder_version=”4.14.2″ text_font=”||on||” text_font_size=”12″ background_color=”rgba(218,221,221,0.52)” text_orientation=”center” max_width=”450px” module_alignment=”center” locked=”off” global_colors_info=”{}”]<\/p>\n “Atelier Virginio La Rocca” new concept store – Image gallery [\/et_pb_text][et_pb_text admin_label=”par2-3″ _builder_version=”4.14.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n This world also includes a line of sustainable fashion, created and developed by Virginio’s wife, Lilla. This project was born from a reflection: why dispose of samples of beautiful furnishing fabrics when they go out of collection? That’s why Lilla uses them to create accessories, bags, and unique and eco-friendly garments rich in taste and creativity. A concept store that becomes a destination for lifestyle and that also hosts some bags from the Bevilacqua collection<\/a>. All these objects have a story to tell, just like our fabrics.<\/p>\n Virginio La Rocca’s love for Bevilacqua fabrics<\/a> started at the beginning of his career when he was working for one of the oldest and most important stores in Milan, with a high-end clientele. It was from that experience, working on furnishing projects for the most prestigious homes in Milan and around the world, that his passion for the most exclusive fabrics was born and grew.<\/p>\n Since then, Virginio La Rocca has learned that his job is not just to sell a piece of fabric, but also what it represents. In fact, when he offers a Bevilacqua fabric, he tells its history, its quality characteristics, how it was made, the centuries-old tradition of our Tessitura, transmitting his passion. He knows that in this way he can guarantee the quality and exclusivity that his customers seek and makes them aware that they can own a piece of history in their own home. He loves our company and visits us often, to breathe in the magic and history of a place where craftsmanship and beauty come together in the manual production of velvets.<\/p>\n [\/et_pb_text][et_pb_testimonial _builder_version=”4.14.2″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n When I show a Bevilacqua fabric, everything else disappears, even though all the lines I handle are top-notch. Because the beauty and quality are unique, as are the designs. They are fabrics that also have a story that I love to tell people to help them understand their value. In fact, after explaining it, people look at the fabric with different eyes and understand that it’s not costly, but expensive. “Costly” is something that costs more than it is worth, while expensive is something precious. And these fabrics are expensive and precious.<\/p>\n [\/et_pb_testimonial][et_pb_gallery gallery_ids=”42786,42825,42837,42849,42829,42841,42833,42845,42857,42861,42877,42869,42853,42782,42881,42873,42865″ fullwidth=”on” _builder_version=”4.14.2″ _module_preset=”default” max_width=”600px” module_alignment=”center” locked=”off” global_colors_info=”{}”][\/et_pb_gallery][et_pb_text admin_label=”didascalia” _builder_version=”4.14.2″ text_font=”||on||” text_font_size=”12″ background_color=”rgba(218,221,221,0.52)” text_orientation=”center” max_width=”600px” module_alignment=”center” locked=”off” global_colors_info=”{}”]<\/p>\n The grand opening of the new Altelier Virginio La Rocca – Image gallery<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”row” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Cover photo credit: ” _builder_version=”4.14.2″ locked=”off” global_colors_info=”{}”]<\/p>\n Atelier Virginio La Rocca, via Ugo Bassi 5 (Isola District), 20159 Milan<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n<\/span>","protected":false},"excerpt":{"rendered":" Atelier Virginio La Rocca is the Milan destination for those looking for a unique and exclusive style to furnish, also with Bevilacqua fabrics.<\/p>\n","protected":false},"author":10,"featured_media":42810,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":" [et_pb_section fb_built=\"1\" admin_label=\"section\" _builder_version=\"3.22\" global_colors_info=\"{}\"][et_pb_row admin_label=\"row\" _builder_version=\"3.25\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"3.25\" custom_padding=\"|||\" global_colors_info=\"{}\" custom_padding__hover=\"|||\"][et_pb_text admin_label=\"intro+par1\" _builder_version=\"4.14.2\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" hover_enabled=\"0\" use_border_color=\"off\" border_color=\"#ffffff\" border_style=\"solid\" global_colors_info=\"{}\" sticky_enabled=\"0\"]<\/p> Nel centro di Milano, in una delle zone pi\u00f9 dinamiche della citt\u00e0 in cui spicca il contrasto tra tradizione e modernit\u00e0, \u00e8 stato recentemente inaugurato il nuovo concept store dell\u2019Atelier Virginio La Rocca<\/a>. Uno spazio voluto e creato per presentare in modo armonico gli esclusivi tessuti e gli oggetti unici per l\u2019arredamento e lifestyle selezionati da Virginio La Rocca di cui fanno parte anche i nostri tessuti. Scopriamolo insieme.<\/p> Chi entra nel nuovo concept store si affaccia ad un mondo nuovo che ospita tessuti d\u2019arredo ed oggetti particolari, pezzi unici e fuori dall\u2019ordinario, tutti originali. Pu\u00f2 capitare di trovare una lampada di Carlo Nason degli anni 50, poltrone degli anni 30 o un \u00e9tag\u00e8re di fine 800, un espositore usato dai macellai, convertito con creativit\u00e0 a fioriera.<\/p> Nulla si trova all\u2019interno del concept store per caso, perch\u00e9 ogni tessuto ed oggetto, colore e disegno, sono parte di un idea, un filo conduttore che nasce dalla smisurata passione di Virginio La Rocca per il suo lavoro, dalla sua visione e dalla sua creativit\u00e0 che lo spingono ad una continua ricerca della qualit\u00e0 e della bellezza per offrire ai propri clienti pezzi unici ed esclusivi.<\/p> [\/et_pb_text][et_pb_testimonial _builder_version=\"4.14.2\" _module_preset=\"default\" global_colors_info=\"{}\"]<\/p> Per fare ricerca serve energia e continuare ad amare il proprio lavoro come il primo giorno, vivendolo come una missione, anche di fronte alle tante difficolt\u00e0 <\/em><\/p> [\/et_pb_testimonial][et_pb_text admin_label=\"intro+par1\" _builder_version=\"4.14.2\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" use_border_color=\"off\" border_color=\"#ffffff\" border_style=\"solid\" global_colors_info=\"{}\"]<\/p> E i clienti di Virginio La Rocca si affidano a lui, con la consapevolezza di trovare innovazione, qualit\u00e0 ed esclusivit\u00e0, anche grazie alle personalizzazioni. Seguendo le indicazioni di designer e architetti, si creano sinergie di lavoro per sviluppare i loro progetti d\u2019arredo, consegnati \u201cchiavi in mano\u201d. Ma \u00e8 soprattutto nel lavoro con i clienti privati che esplode la creativit\u00e0. Infatti, a loro propone le sue idee originali, a volte coraggiose, per osare soprattutto con il colore. In un panorama che spesso gioca sul sicuro con ambienti monocolori un po\u2019 tutti uguali, lo stile di Virginio La Rocca si fa notare. E di questo lui ne \u00e8 consapevole, e considera un grande privilegio poter entrare a far parte delle case e della vita dei suoi clienti con un tessuto o oggetti che non stancano mai, perch\u00e9 sono il frutto di un pensiero, di un\u2019idea.<\/p> [\/et_pb_text][et_pb_gallery gallery_ids=\"42789,42777,42815,42819\" fullwidth=\"on\" _builder_version=\"4.14.2\" _module_preset=\"default\" max_width=\"450px\" module_alignment=\"center\" global_colors_info=\"{}\"][\/et_pb_gallery][et_pb_text admin_label=\"didascalia Galleria di immagini\" _builder_version=\"4.14.2\" text_font=\"||on||\" text_font_size=\"12\" background_color=\"rgba(218,221,221,0.52)\" text_orientation=\"center\" max_width=\"450px\" module_alignment=\"center\" locked=\"off\" global_colors_info=\"{}\"]<\/p> Il concept store \"Atelier Virginio La Rocca\" - Galleria di immagini [\/et_pb_text][et_pb_text admin_label=\"par2\" _builder_version=\"4.14.2\" background_size=\"initial\" background_position=\"top_left\" background_repeat=\"repeat\" use_border_color=\"off\" border_color=\"#ffffff\" border_style=\"solid\" global_colors_info=\"{}\"]<\/p> Di questo mondo fa parte anche una linea di fashion sostenibile, creata e curata dalla moglie di Virginio, Lilla.\u00a0 Questo progetto nasce da una riflessione: perch\u00e9 smaltire i campionari di splendidi tessuti d\u2019arredo quando vanno fuori collezione? Per questo Lilla li recupera e con gusto e creativit\u00e0 realizza accessori, borse e capi unici ed ecosostenibili. Un concept store che diventa cos\u00ec una destinazione per il lifestyle e che ospita anche alcune borse della collezione Bevilacqua<\/a>. Tutti oggetti che hanno una storia da raccontare, proprio come i nostri tessuti.<\/p>Unique Pieces for an Exclusive Style D\u00e9cor<\/h2>\n
<\/em><\/p>\nCreativity at the Service of Sustainability<\/h2>\n
The Collaboration with Tessitura Bevilacqua<\/h2>\n
Arredare con pezzi unici e uno stile esclusivo<\/h2>
<\/em><\/p>Creativit\u00e0 a servizio della sostenibilit\u00e0<\/h2>
La collaborazione con la Tessitura Bevilacqua<\/h2>