Antrax IT inaugurates its first mono-brand showroom in Milan

Antrax IT_Showroom Milano 03 (FILEminimizer)

On the occasion of Milan Design Week 2021 and 25 years in the world of design, Antrax IT inaugurates its own mono-brand space in via San Damiano 5, in the district of Durini / Monforte. The interior of the showroom bears the signature of Victor Vasilev.


The ‘Black & White’ image of Antrax IT, that has inaugurated last year an important restyling in marketing and communication tools,  dresses in its aesthetic essentiality also the new mono-brand showroom in via San Damiano 5, Milan, in the heart of Durini / Monforte district. Black and White are the two “non-colors” that also in this new contexttell the story of the company’s radiators which, thanks to the unique combination of design, energy saving, sustainability and high performance, have contributed to revolutionize the world of heating furniture. For the interior of the space, over 180 sqmon two levels with two windows facing the street, overlooking the prestigious context of via Santa Cecilia, has been appointed by the CEO Alberico Crosetta the architect Victor Vasilev, designer of Flaps radiator. Crosetta declares: “The visual link to the most recent corporate image, in particular to the catalogue presented in 2020, was the reference driver of the project, born from a continuous dialogue with Victor. We wanted a space strongly linked to the identity of Antrax IT,with precise connotations but, at the same time, extremely flexible and capable to adapt over time to different needs: what emerges synthesizes all these objectives “. The space is not just a showroom to host the numerous collections, but a container for hosting events and exhibitions, even connected with the world of cinema and art, that the company has always embraced. The products – designed by big names including Piero Lissoni, Matteo Thun & Antonio Rodriguez, Daniel Libeskind, Dante O. Benini and Victor Vasilev – are presented along the walls, occupying only the perimeter parts of the area, in an almost museum-like approach, leaving the guests the possibility to move freely inside the space or easily adapt it to other uses.

The theme of a contemporary art gallery, further source of inspiration of the showroom, combines a flexible place for work and discussion, where our team can guarantee the best possible assistance and introduce visitors to the world of Antrax IT. Color, that has always been present, at first glance doesn’t seem represented, but constitutes another soul of the space, that opens the doors to customization, allowing architects, customers and distributors to explore different options. We have prepared a material library that offers more than two hundred shades available for radiators and we will be active, from September, with a program of appointments on color that will accompany us until the Salone 2022. We are very happy  to enter the panorama of Milan with such an ambitious project, and to do it in 2021, 25th year of our activity“.

The project

The envelope of the new Antrax IT showroom is a continuous, distinct background: along the walls, partially covered by a boiserie that creates depth and a play of lights and shadows, the radiators, proposed in the same tone of black or in matt white, become the protagonists. Best sellers as Serie T, Waffle, Android, Byobu, Flaps, Tubone, Teso, to name a few, follow one another, occupying the ground floor and the basement, characterized by the same design language. Both the ambiences are enriched by De Padova furnishing, Flos lighting, Resstende technical roller blinds and a few marble accessories. The boiserie, surmounted by linear LED, contrasts with the top of the wall and the false ceiling, in black. On the ground floor, a large counter, completely covered in black Marquina marble, focuses the attention as center piece, in front of a metal staircase leading to the lower floor where there are a second counter, a large meeting table and the material library.  Here is presented all the Antrax IT range of finishes and models, that can be selected in over 200 color variants and with different possibilities in sizes.

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