NEW CONCEPT FOR A WOMENT FASHION CHAIN STORE. VARESE, ITALY. SQM 200
Project team: Valter Camagna, Massimiliano Camoletto, Andrea Marcante
Collaborator: Sonia Opiatti
Photographer: Emilio Conti
The new concept of the Sahza' stores, responds directly to the current tendencies that invade the clothing store and draws its origin from an observation of the contemporary store system.
The store is not a bubble with no relation to time and space, but it is rather immerged into the world stream where communication becomes its predominant function.
The communication as a central point can become a determining issue when it comes to sales; the marketing is the most important mean that a brand can possess.
Two predominant tendencies that took place in the past: reproduction of a brand in the store and a product as its own brand, haven't always brought results at the communication level and they often determined ill effects such as:uniformity, fast disuse, low familiarity from the client's standpoint or by using museum style fonts that ranged from excessive minimalism with the lack of identification of a shop in relation to the brand to the rigorousness of its layout.
Instead, in this new store concept the marketing becomes entertainment, a stream of sensations and emotions, a memorable and an engaging experience.
Here the boundaries stretch and the concept of a store-as-a-box disappears through the abolition of the walls (as a spatial boundary) and by surpassing the classic interface such as shop window.
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