77 LECLETTICO MARVELS BY APPOINTMENT

As the gallery’s name implies, Claudio Loria is a collector, art director, interior decorator and much more. Nor can his gallery be typecast with its mid-century design, brocantage and custom-made limited editions. Design without borders

Like the Mad Hatter in Alice in Wonderland, Claudio Loria, alias Leclettico, guides visitors through the enchantment of his kingdom – taking them by the hand, and even hauling them somewhat irreverently along. He could be defined a twentieth-century design gallery owner, but he finds this limiting: «A gallery owner? No, please. My space is more like the showroom of my vision of applied arts and interiors, it’s where I offer my ideas to those who need a project: rooms to be ‘browsed through’, like a portfolio». In his personal Wonderland, Claudio creates interiors and suggests moods, combining the roles of art dealer, interior decorator, art director and product manager. And that’s not all: he was the set designer of a recent Ferragamo fashion show («My catwalk was very successful. I do a lot of work in fashion, designing events and boutiques»); he set up the location for a wedding; and re-furnished a villa for a party in Cannes. In the pipeline, among other things, are a culinary performance with stellar dinner parties in his showroom. Eclectic, in fact. He defines himself as «a tireless seeker of furnishings of every origin», which he then mixes and matches: «that’s where the art and fun lie». But going back to the Wonderland: the space is in Via San Gregorio, in the historical centre of Milan, a street once home to textile stores and factories. Now that the craftspeople are gone, creative artists are beginning to take over the former industrial areas. Loria himself has transformed his district into one of the most appreciated hubs of design of the Fuorisalone: the San Gregorio Docet. Featuring, among other things, Handmade, the annual exhibition of Wallpaper magazine, another event curated by Leclettico. His gallery opens onto the street with three rigorously obscured shop windows: «I receive by appointment only». The offices at the entrance are perfectly normal but, through the door pirated from an early-twentieth century wardrobe, you access another world: eight hundred square metres, alternating important names of design masters; limited editions by Leclettico; furnishings from auction sales; and vintage curios. There is no lack of fabrics, ceramics and original wallpapers. Surprising combinations include a pair of Seventies’ jewel-like tables of brass and black plate glass, attributed to Gabriella Crespi: placed alongside anonymous design finds, these converse with hand-painted jungle-style frescos and with the contemporary touch of the carpeting, again designed by Loria. The tour continues, striking not only for the single items of furniture, but also for the powerful overall effect. This year, Leclettico celebrates its tenth anniversary with the «emotional» exhibition described in these pages, representing the Loria concept: each room opens with a sentence taken, needless to say, from Lewis Carroll. Ironic and provocative – I can do what you do, can you do what I do? ’ the title is a question-manifesto. The appearance of the rooms may have changed already (the retrospective has no closing date), but if you take a guided tour you won’t be disappointed: Leclettico changes look without losing appeal – provided you’re prepared to have your house revolutionised. Loria’s dream is to launch into a new adventure and design a hotel: «a boutique hotel of 20-30 rooms». It’s more than an ambition: «but I don’t want to jinx it, so I won’t say anything». Until the next story.