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Elle Decor Concept Store. Interactions and intimacy

The store of the future in an exhibition at Palazzo Bovara until April 28th

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Elle Decor Concept Store. Interactions and intimacy
13/04/2017 - Inaugurated on April 3rd at Palazzo Bovara and open to the public until April 28th, Elle Decor Concept Store is the latest project by Elle Decor for the Milano Design Week, which this time investigates the retail dimension. With the new scenario traced by e-commerce stores absolutely need to relate in a different way with consumers. Hence the idea by Elle Decor to present a new concept of store, where retail becomes a meeting point between analogical and digital. But also a familiar place, where technology and design become a means of communication among the people and with the city.

“The whole project unfolds around the very idea of a space conceived as source of inspiration – explains Livia Peraldo Matton, director of Elle Decor Italy – in a mix of creative storytelling and proper fun. Dressing rooms are set up to allow visitors to get familiar with objects and accessories they would rather put in their own houses – sofas to lie down on, fitness equipments to test, if not smart table wares and experimental lighting to give a try to”.

It is a positive message built on design’s high quality and narrating skills, a combination of interactive videos and Augmented Reality with lush greenery – all in the name of future boundaries of living. This is a genuinely inspiring hub openly addressed to people and their wildest curiosity, a place where anyone can create their own personal moodboard by collecting information and picking certain design pieces, an oasis of fun, imagination and creativity.

Each visitor can create its own moodboard thanks to a device they receive at the entrance, with which they can collect information and create their personal selection of objects. Then they will receive an e-mail with the details about the selected objects to keep on experimenting their creative dimension.

“The entire setting kicks off from 5 key words: participation, trust, intimacy, curation and emotion. Words that have a lot to do with people, feelings and mutual trust as a way of togetherness and sympathy. Hence the idea to create more than a mere retail store, but an emotional landmark with high imaginative content. To me, this is Elle Decor Concept Store’s real core”, Livia Peraldo Matton photo by Giulio Ghirardi

photo by Giulio Ghirardi

“What is interesting – says the duo GamFratesi, that designed the space – is that every time you go from a room to the other the experience is much different. Each room has its own identity. The big entrance gives you the perception of entering a store in a very strong way: the shop window, which is usually flat, here turns into a three-dimensional element carrying the visitors inside and letting them discover the products in a new and different way. The Gallery, with its big metal-wire cages, creates abstract spaces connected to a concept of garden and inside-outside. The room Experience is completely dark and invites the visitors to enter inside a sequence of boxes you don’t know what to expect from”.

Elle Decor Concept Store, The New Shopping Experience
Palazzo Bovara, corso Venezia 51, Milano.
Free entry, open every day including holidays up to 28/4
From Tuesday, April 4 to Friday, April 28, 10:00 am - 8:00 pmElle Decor Concept Store. Interactions and intimacy

Elle Decor Concept Store. Interactions and intimacy

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Stefano Pavesi

photo by Stefano Pavesi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Giulio Ghirardi

photo by Stefano Pavesi

photo by Stefano Pavesi

photo by Stefano Pavesi

photo by Stefano Pavesi

photo by Stefano Pavesi

photo by Stefano Pavesi

photo by Stefano Pavesi

photo by Stefano Pavesi

photo by Stefano Pavesi

photo by Stefano Pavesi

Elle Decor Concept Store. Interactions and intimacy

Elle Decor Concept Store. Interactions and intimacy

photo by Giulio Ghirardi

photo by Giulio Ghirardi

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