Monalda, the Story
A place, of meeting and of exchange, where language and point of view are unique, both are leaded by desire to present and distinguish own identity thorough fashion, art and design.
In the heart of Florence, between Strozzi Palace and road Porta Rossa, there is road Monalda, that takes the name from the tower “dei Monaldi”. Actually it is called “Monalda Tower”, or “La rognosa”, hidden in the building of Bartolini Palace and today is the Grand Hotel Porta Rossa.
The Monalda Tower, as the towers of many historical buildings in Florence or in Tuscany, hides an ancient history. Individuals, families and trade’s fate are related, since Middle Ages to nowadays, both in the less famous palaces and in the most famous ones.
Charm and mystery, strength and tricks, secrets and lives appear in time and in the history of a tower that controls and watches the city since 1300. It is a very ancient tower and is defined with the epithet “Rognosa”, at the end of Florentine Middle Age, maybe because it doesn’t fall down, strong and tough even to summary orders to decrease its height.
Monalda Tower as usual employment of the towers isn’t military but business one. On the ground floor, its rooms had high ceiling and they were used to sale and to storage goods. Rarely they were used like home.
At first time, towers that are located in the cities of Tuscany and in Italy, belonged to an only one family and often they took the name of the guild that managed them. The latter one was an association of noble families with the purpose of conservation of a specific consideration and power in the area of medieval cities; they were closed by politic, geographical interests or by belonging to the same clientele group; noble and merchant families shared the storage for goods or a military device. It happened that a guild of families could command an area of the city, both acquiring or building of towers and palaces, and by fusion in an only one guild of other families less powerful. For this reason there were the first groups of individuals and families who were gathered in a same building to use the potentialities of the group at the most.
The Aeleonore Boutique, where the relation between craftsmanship and Tuscan mastery achieves the maximum value, grows precisely in Monalda road number 3r, 5r, 7r, on the ground floor in a historical palace. Once, that spaces were used like storehouse and storage of goods. This kind of brand is inspired to the past, to the old manufacturing and to history of the surrounding areas. It is so important as to give the name Monalda to the place itself.
In modern time, It is an area designated for “guild”, in the noblest sense and meaning, where past and future are intersected, where the exchange of culture, knowledge, fashion, art and design are mixed with the artisans of place. In this way the hosts can show their knowledge and their product.
This brand is a place of passage, of meeting and exchange, where empathy and point of view are unique, show and recognize own identity by fashion, art and design.
The Concept Store’ space is distinguished by the same will of balance and harmony, obtained through the accurate choice of materials and proportions of the shapes.
An antique Nineteenth Century palace, whose environments are often marked by a cruise that modulates space, is the backdrop. Pink, blue and green are the dominant elements that distinguish the three different areas of the interior: dusty and impalpable colors that express elegance and purity. All of these environments want to make AELEONORE’s world a sensational journey, inebriated by the floral notes of the essence of Peonia and culminating in the cellars placed in the subsoil, where you can taste fine wines and specialties of the Tuscan gastronomic tradition.
Acessories, furnishings and essences are entirely work of the intelligence and creativity of Architect Eleonora Sassoli, whose purpose is not only to create a place to breathe Fashion and Design, but also a dimension of elegance and sophistication where to take refuge even just to browse a book or have a good glass of Chianti.