The proposal is built around a contrast, that is a comparison between the idea of simple and essential lines, and an innovation concretized in a double holographic pyramid, with an hostess who interacts, in real time, with Mondadori Store customers, by means of a software - unique in the world for now - called Esaglam.
A first wooden meander, starting from the entrance, is constituted as a seat for the knowledge of the book before the purchase (in dialogue with the virtual hostess), and marks an ideal path at the level of the false ceiling (sound-absorbing) of the room, becoming at the final and lowest point of its path, part of one of the store's bookcases. A line of light in the false ceiling, on the other hand, follows the less illuminated walls of the store (far from the openings), always however interrupting at the meander indicated above. To this lighting are added pendant lamps in circular, white and black shape. The final result is a new order.
Vittorio Gregotti aims to account for the current conditions and perspectives of the architectural practice through the dialectical opposition between order and disorder that haunts the arts and their historical development all along. From this dialectical point of view, the disorder could be considered as the moment of the suspension of the established values that is required to settle a new order able to respond to new historical conditions. Nevertheless, the disorder seems to be a value per se in the incessant search for newness that characterizes current architectural practice and its submission to the globalised laws of the market and consumerism. Against this trend, Gregotti appeals to the principle of a practice that considers the project as an instrument able to check the disorder and, thus, to open the architectural practice to necessary possibilities and to face the new questions concerning the present.