Claudio Marceno Mores 
From FIORUCCI to the GUERILLA STORES 
Shop Display in Architecture, Marketing and Communications.
Softe cover
 
Summary
 
From Epicenters to the luxury raves of guerilla stores, from minimalist aesthetics to pop editorials. The fashion system expects innovation, flexibility, softness and entertainment from architecture. It wants legitimisation. It wants the values of the brand staged by architecture laden with meaning.
Tracing 30 years of architecture for fashion and communications strategies, from Elio Fiorucci to Rei Kawakubo, by way of Calvin Klein ad Giorgio Amrani, learning the Japanese lesson and overturning communicative logics with Prada, what will the possible future scenario of a relationship between fashion and architecture be?
 
Claudio Marceno Mores , architect, graduated from AV Venice with a thesis on the use of architecture as a means of brand communication. He specialized in brand design and marketing for luxury goods at the European Institute of Design.
He has worked as editor for various fashion magazines and is currently the marketing manager for a company involved in lightening design.
 
MODE is a project by Fondazione Pitti Discovery by Maria Luisa Frisa and devoted to the ideas and figures of the fashion world.