This project aims to develop an innovative concept of visual merchandising and experiential marketing, inviting to reimagine the design of a new retail space encompassing womenswear, menswear, accessories and childrenswear, with the aim of articulating the brand’s core values, the quality of its products and its accessible luxury proposition. By integrating visual, technological and sensorial elements, the store seeks to establish an emotional connection with consumers. This approach aims to cultivate an atmosphere that reinforces Brunello Cucinelli’s identity and enhances customer loyalty in the context of physical shopping.