The brand’s mission is to offer to the Indian market classic Italian footwear fashion for sophisticated and discerning customers. Their brand positioning is articulated in the words “when perfection is your passion, what we don’t see is as important as what you see. So, each millimetre of our shoe becomes testimony to our commitment, craftsmanship and attention to detail.” The brand created a B2B Experience Center that was created to assist in showcasing the brand and its offerings to potential business partners.
The design strategy was to create an interpreted environment that personified the passion of a Master Shoe Artisan in a Studio. The store communication and engagement planned is used to tell the story of Crafting Global Italian Fashion and Classic designs.The store communication and engagement planned is used to tell the story of Crafting Global Italian Fashion and Classic designs. The store design is based on the use of forms, color and material palette inspired from a shoe craftsman’s studio. A material palette, of raw bricks, wood and metal, are used to create a differentiated ambience for the brand. The store fixtures are created in a combination of clean metal and wooden forms. The cash counter is designed to function as a shoe care center that offers different solutions and tips for shoe care. Digital signages were used to present the brand story in a dynamic way. The visual merchandising design uses cutting and shaping tools, leather treads and leather patches are used to create focal areas of flat lay ‘Shoe Art Story Boards’ displays that inspire with curation stories. The window features a stylized shoemaker table display with wooden shoe forms that help hand craft luxury shoes.