The goal of the regeneration of CinecittàDue is to transform the historical shopping mall in Rome’s Viale Togliatti through restyled shops, restaurants, leisure services, and places to socialize. The project, the work of English studio Chapman Taylor, is part of a relaunch aimed at updating the mall’s offer and transforming it into a multifunctional destination. The works are now underway and are scheduled for completion at the end of next year. Cushman & Wakefield, the company that manages CinecittàDue, will work with Silvano Toti Holdings, owner of the mall, to ensure that it remains open to the public during construction.
The CinecittàDue restyling project was unveiled at a press conference that saw the participation of Mario Amoroso, lawyer and president of the mall’s board of directors; Vittorio Caponetto, architect from Chapman Taylor; Antonello Delle Noci and Roberto Marchetti from Cushman & Wakefield, head of asset services retail Italy and head of retail leasing, respectively.
“To imagine the future of CinecittàDue, it’s necessary to keep a clear vision of its past,” says Caponetto. “CinecittàDue was built 33 years ago, at a time when shopping centers were completely new to the Italian market and unproven. It was a courageous investment that paid off as the center was a great success. The project criteria form a solid basis for environmental sustainability today, enhancing the quality of the customer experience”.
Extending from inside to out, the project by Chapman Taylor aims to rationalize the space and renew the image of the mall, beginning with its courtyard. This space, always the heart of the center, has been restyled with contemporary materials and shapes, and modular furnishing elements, all designed to host the numerous events and marketing initiatives that the structure offers. To make the spaces brighter and larger, false ceilings have been modified and mirrors eliminated. Lighting plays an important role in the project, with natural and artificial light combining to provide a constant level of diffused light to the shop windows and walkways. The project also includes a new relaxation zone, a children’s play area, and charging stations for electric vehicles. All the services are being updated to provide better comfort levels for shoppers while reducing energy consumption. The project has a keen focus on technological innovation with the entire mall to be digitized, while also encouraging a more intimate connection with shoppers.
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Client: Silvano Toti Holding
Architect: Chapman Taylor
Photography by Paolo Cammillucci
Rendering by Chapman Taylor
All images are courtesy of CinecittàDue