Barcelona Open City Biennial

Barcelona, Spain
18 Oct 2018

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13 Nov 2018

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SHOP 2.0

Milano, Italy
2012

Interior

How to reuse existing architectural heritage to create a new hi-tech space for recreation and work in a sustainable environment?

The concept was developed to implement a number of innovative features and services within a fashion flagship store in Milan. To achieve this goal we suggested the integration of advanced digital technologies supporting new interactive features and information to enrich the customer experience, considered as the main element inside the store. A uniform disposition of sensors develops a new way of communicating the products’ data and their location within the store. This information can be shared with customers’ profiles and processed as an input into algorithms that formulate proposals for cross-selling. The flagship store is the channel between the products and the customers, communicating the brand’s life-style and philosophy. This project aims to develop the store as the key interface between the product and the digital platform; technology integrated as a discrete layer of the physical space, inseparable but not immediately perceptible. Particular attention was paid to the aesthetic integration of hardware, coherent with the interior design.

 

The materials of support screens and sensors are selected according to the materiality of the existing furniture and finishes to complete the low-tech mood in the store.

CREDITS Shop 2.0, a project by Carlo Ratti Associati (project designer). Team: Carlo Ratti Associati (project designer): Carlo Ratti, Walter Nicolino, Giovanni de Niederhäusern