Abitare il Tempo, Verona, 2009
Think of a furniture store today, above all, identify the values that must be transmitted.
We sell design, we sell values for which Italy is recognized worldwide, the architecture must be representative of it, it shall be at the same time silent and empathetic, should raise curiosity and at the same time transmitting solidity. The design choice is to make very basic volumes that communicate with each other through the sequence of full and empty spaces, generating statements and expectations that must be met in, through paths in a logic of apparent freedom that leads those who enter to choose and then to buy.
Shopping Lab becomes a physical place where to put these thoughts into practice.
The presence of a part of four main brands such as B&B Italia, Molteni Group, Valcucine and Agape and the other two large purchasing groups such Squassabia and Salvioni, gave us a way to determine a kind of design platform to give life to the common work objective.
The project, therefore, tells things that can happen immediately, as the laboratory of materials, or areas of specialization beyond the furniture in the strict sense, such as home automation or interactivity system. Instead, the return to craftsmanship, strong value of Italian district, combining the highest industrial expertise to the preservation of historical and cultural aspects, strong element in our distribution.
In the sales process, the emotional aspect affects to a significant portion. The emotional lever is made of representations. The innovative element place to frame this emotional context, is the aspect of specialization: laboratories, light, home automation, the wellness area dedicated. Another element, then, that we have developed is enabling new relationship between dealer and consumer. The re-create a pleasant informal setting in which to talk about projects, materials and products, accelerates the process of engagement between the distributor and the consumer, which is the real objective to be pursued.