City: Florence
Country: Italy
Architectural Design: Sara CremaThe project to outfit the dietary supplement flagship store in Italy, +watt world, is founded on the cornerstones of the retail design process, i.e. the set of elements that communicate brand value and company philosophy and that contribute to creating a conducive atmosphere and the kind of sensory empiricism linked to the concept of the”shopping experience”, to make customer flow and retention in the store as pleasant as possible through a sequence of perceptual and emotional stimuli.

The planning process focused on spatial composition, the choice of materials, colours, lights, smells, music and graphic communications and forms of entertainment and information. The in-depth study of product type and physical characteristics (colours, shape and sizes) was accompanied by a study of the criteria for displaying the same, definition of the target market and cultural, aesthetic references.

The product, at the same time a brand and a name, emphasized by the display layout and the shape and colour of the accent lighting, becomes the focus of a mental process of transposition: from the quality of its image to the actual quality of its contents. The concept conveys the customer the image of a well defined and immediately recognizable space where the atmosphere is simple and elegant yet with a strong, innovative identity.