In the store of the future it is becoming more and more important and predominant the contamimation of spaces: real spaces and virtual ones. From the very early stages of design and planning architects cooperate with experts on communication and experts about anything digital in order to make the place not just a physical one, but also a digital one via the internet and all the ways we have to use it sharing events with social networks.
When opening and inaugurating a new store it is very important to get consumers’ attention and one possible way of doing so is experiences, experiences to be lived and also to be shared with others. This is one way to overcome the crisis, but it is also a way to convey a new message thought by brands.
A few days ago I went to an event in Duomo square in Milan and that was a perfect example of this new approach. Rinascente, in order to support a campaign in favour of the use of wool ( The campaign For Wool – http://www.campaignforwool.org), organized a display of a flock of sheep just outside the store; some information was put on panels where passers by could read about the project and get some knowledge about the incredible advantages of this material.
The event got great publicity, it was on the main on line newspapaers and people using the most popular social networks started posting photos about sheep in Duomo square and of people surronded by sheep right in Milan city center.
It was a success.
Some Italian fashion schools took part in the event as they prepared the windows of Rinascente and, of course, the topic of the display was wool.
Photo® Gabriella Simone
Photo® Gabriella Simone
Souce: http://www.campaignforwool.org/Photos: Gabriella Simone