A few weeks ago opened in Turin the new Concept Store of Arteforma. Only a few know that Dësgenà, well known and well established in the world of fixed gear brand is only part of the excellent design project from Stefano Tarticchio which is known as Arteforma.
Unfortunately we could not attend the inauguration last 13th of January (thank Stefano’s invitation) but we won’t lose the opportunity to visit the store on one of our trips to the “Bel paese” (Italy).
You can find the new headquarters Arteforma on the Bellezia Str. No. 33, located in the center of Turin. The new space created as an environment where the concepts and ideas of Arteforma come to life, and show off the latest models of its bicycle brands such as Dësgenà, Ciclitorino and Tartix.
We took this opportunity to talk a bit with Stefano about his new projects.
CONCEPT STORE
The difference between a concept store and an ordinary store is primarily the presence of a well-defined idea, a concept that relates the object and any suggestion that we can find in it. Our concept store is exactly where we can show this connection between ideas and products that we like to create.
Bicycles are only part of Arteforma which has already been consolidated and sportswear lines are born tailor-made for cycling and other sports, graphic and photographic projects, exclusive ideas of merchandising where we get not sacrifice form on behalf of functionality.
It suffices to enter in our new Concept Store to feel immediately involved in what we have spent years doing, and that we love.
DËSGENÀ
All started as a simple passion, tired of seeing on the streets gray and sad bicycles. In 2010 idee Dësgenà, inspiring in one of our clothing brands where the t-shirt Styles, tailoring and color combination were all different. The name may sound funny, but don’t seek in any dictionary. In Piedmontese dialect (northern Italy) Dësgenà means loose, easy going, casual, which basically is how we like to be and how are our bikes. There is no indentical Dësgenà . You may order a customized frame, which is made by hand in Piedmont. Our confidence craftsmen come from several sectors of industry and not only the world of cycling. A big pride for us, is that the bike is produced entirely in Italy with Italian components. The frames are painted with liquid and not with powder like most bikes. Dësgenà has full range models of fixed gear, road, urban and cyclocross. We work with steel, aluminum and carbon. Becoming bike developers is an incredible challenge. Maybe the bike world does not look kindly on those who are relatively new in this environment, but I’m not afraid of challenges, otherwise motivate me. Probably the fact that I come from another professional sector, provides me be more objective with the product that we make.
CICLITORINO & TARTIX
The bicycle is not only fixed gear and two projects are born aimed at a broader audience of cyclists.
CICLITORINO is inspired by the history of the bike and its connection with the city of Turin. Bikes are distinguished by an aesthetic sense that belongs to the first models of bicycles. Steel is the key word when we are talking about Ciclitorino, racing bikes, road bikes, randonneur and even custom made. We also launched a new way of understanding the restored bike, recovery and conversion following our style the restyling Ciclitorino.
TARTIX is a modern and dynamic way of living the bike. We offer aluminum and carbon models of road and MTB, with custom options. Something different in today’s market.
