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03.04.17

Flos is lighting partner of Elle Decor Concept Store

To mark the Milano Design Week 2017, Elle Decor Italia presents Elle Decor Concept Store, The New Shopping Experience at Palazzo Bovara, from 3 to 28 April. A project with strongly innovative content on the world of retail applied to interior design.
Atmosphere Light - Experience you want - Project by Barbara Balestreri for FLOS
Atmosphere Light - Experience you want - Project by Barbara Balestreri for FLOS
Dynamic Light - Experience you dream - Project by Barbara Balestreri for FLOS
Personalized Light - Experience you are - Project by Barbara Balestreri for FLOS
Personalized Light - Experience you are - Project by Barbara Balestreri for FLOS
Scenographic Light - Experience you feel - Project by Barbara Balestreri for FLOS

The advance of digital and the exponential rise of the e-commerce businesses have also hit the retail sector: stores and boutiques need to find a new way for preserving their relationship with the consumer.

Elle Decor Italia presents a new-gen store, where all the base elements have been completely reworked. The project imagines retail as somewhere analogical and digital meet up, where the physicality of the objects dialogues with the digital experience and where the consumer is a main player in the space, be it real or virtual. The store becomes a privileged place for information and experimentation, an occasion for meeting and socialising, suggesting a unique customer experience to visitors.

The customer journey winds through a series of settings: Invite, with soft-touch showcases; Gallery, to be viewed through the holographic HoloLens glasses by Microsoft; Taste, a space for meeting and sharing over a coffee; Experience, for experimenting light with digital interaction; Feel, for discovering patterns and fabrics in a situation that borrows the immersive effect from art; Try, for trying on furnishings and accessories as if they were clothes in real changing rooms and Cabinet, for exploring with the Sayduck app. Relaxing breaks can be taken in the Restaurant and, outdoors, the Garden with café-bistro and bakery in the landscape setting designed by Marco Bay.

As Lighting Partner of the exhibition, Flos in collaboration with Barbara Balestreri Lighting Design  has designed and realized the Experience room, offering visitors four unexpected digital interactions with light: Scenografic Light (Experience you Feel); Personalized Light (Experience you Are); Atmosphere Light (Experience you Want) and Dynamic Light (Experience you Dream). Iconic Flos lights are also placed throughout the itinerary and in the restaurant and garden area.

A project by Elle Decor Italia, in collaboration with Future Concept Lab, consumer insight; GamFratesi, exhibition design; AKQA, interaction design; Marco Bay, landscape design.