Revolutionizing Retail Spaces: Alessandro Luciani's Award-Winning Design

Alessandro Luciani's Innovative Shop Concept: A New Approach to Retail Design

Alessandro Luciani's design project, aptly named "SHOP CONCEPT," is a testament to his commitment to transforming the way customers interact with retail spaces. The design was inspired by the desire to change the approach of prospective clients towards their tire-dealers and directly involve them in the choice and purchase process. Luciani aimed to provide new experiences, engaging customers through their five senses, visual merchandising, communication, products, and environment.

The unique properties of Luciani's design lie in its emphasis on the concepts of "WELCOME" and "VISUAL MERCHANDISING." The design creates a comfortable environment that stirs emotions and stimulates cultural interest through information. The reception area is clearly identifiable, with a stretch of race track reproduced for immediate identification, symbolizing Pirelli's long tradition in motor sports. The interior of the welcome area is characterized by historical photos, sport seats with the Pirelli logo, a shopping showcase, and a 3D monitor, all contributing to a modern, engaging space.

Luciani's design also introduces a new way of displaying tires, enhancing the stimulus to buy. The wall display is strategically positioned near the welcome area, emotionally stimulating potential clients to make a purchase. This innovative system increases the possibility of sales, setting Luciani's design apart from competitors.

The realization of Luciani's design involved the use of materials such as stainless steel, Plexiglas, glass, Dibond, quartz, and epoxy resins for the floor, and a mixed lighting system consisting of incandescent, energy-saving, and LED lamps. The design was created in Milan, Italy, in 2011, with the help of Alessandro Luciani's retail design team.

The design project faced several challenges, including making the brand more visible within the Point of Sale, increasing sales by creating a new sales section, and developing an innovative, original, and modern space that is comfortable and full of information and characteristics concerning tires. Despite these challenges, Luciani's design was successful, transforming the prospective clients’ approach towards their tire-dealers and directly involving them in the choice/purchase process.

Alessandro Luciani's innovative design approach has earned him the prestigious Platinum A' Interior Space, Retail and Exhibition Design Award in 2012. This award recognizes world-class, exceptional, and highly innovative designs that showcase unmatched professionalism, contribute to societal wellbeing, and advance the boundaries of art, science, design, and technology. Luciani's design is indeed a defining aesthetic of an era, making the world a better place through design.