ETRO Residences Istanbul

Transforming a brand’s identity into a living space requires knowledge that goes beyond the product itself. It means recognising its codes, understanding its visual and material culture, and translating this into spaces where architecture, furnishings and detailing all form part of the same vision.

It is in this process that ONIRO Group’s work comes into its own. Through the Interior Design Service, design and manufacturing expertise guide the development of interiors, from interpreting the concept to defining the furnishings, as well as creating bespoke solutions and integrating them into the spaces.

For ETRO Residences Istanbul, this process is also underpinned by the expertise gained through the collaboration on ETRO Home Interiors. Fabrics, patterns, materials and finishes are not simply transferred from the collection to the residence, but reinterpreted in line with the architectural scale and the different functions of the spaces. Across 37 floors, continuity stems precisely from this ability to adapt a shared design language, whilst allowing each space to retain its own identity.

“We are very proud of the partnership we have established with ETRO, a prime example of Italian fashion, and RAMS GLOBAL, one of the most important and fastest-growing property groups. This step marks a new chapter of success in our expansion strategy within the field of Branded Residences,” comments Moreno Brambilla, Chairman and CEO of ONIRO Group

A project spanning 37 floors requires every decision to be guided by a shared vision, whilst allowing scope for the necessary variations between spaces, functions and different living configurations. The work therefore begins with an analysis of the brief and the architecture, focusing on those aspects of the ETRO universe capable of taking on a spatial dimension.

Colours, patterns, textures and materials gradually build up the language of the interiors. The definition of the colour palette and material references runs parallel to the study of the floor plans and the selection of ETRO Home Interiors furnishings, identifying on a case-by-case basis which elements to retain, adapt or develop bespoke.

Renderings and subsequent revisions allow the project to be visualised before it takes shape, verifying proportions, combinations and the relationships between furnishings and architecture. It is a process consisting of successive stages, in which each decision refines the previous one until the final solution is approved. The complexity of the project is thus distilled into a unified design, capable of spanning the entire building without compromising on precision in the details.

The story of ETRO began in Milan in 1968 with the materials themselves. Even before fashion came into the picture, there were the fabrics, the exploration of colour, the design and a sensitivity to motifs and influences drawn from different cultures. The Paisley pattern, which entered the brand’s universe in 1981, has over time become one of the most recognisable expressions of this aesthetic, continually reinterpreted through colour palettes, proportions and combinations.

In the interiors of ETRO Residences Istanbul, this textile heritage takes on a new dimension. The pattern fills the space, colour punctuates its sequences, textures introduce depth, and ETRO Home Interiors furnishings shape a domestic landscape in which the house’s character remains evident without being overt.

It is precisely in the transition from fashion to home living that the collaboration between ETRO and ONIRO Group finds its design identity. Italian craftsmanship enables the use of materials, upholstery, finishes and details, whilst the ability to influence the furnishings allows the collection to engage with the architecture. Not a transposition, therefore, but an interpretation: the same vocabulary takes on new proportions and becomes space.