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Unleashing the energy of culture
Feltrinelli is one of the most iconic Italian publishing houses. Publisher of Nobel prizes and great international writers, Feltrinelli opened their first bookstore at the end of the 1950s, immediately gaining a prominent place in the Italian cultural panorama. As the idea of culture evolves and expands into new areas, laFeltrinelli asked us to support them in defining the bookstore of the future: a place celebrating books and offering new physical and digital experiences, reflecting the needs of a diverse audience with multiple needs.
The starting point was an in-depth study of the brand values and ethnographic research in Italy on the consumers’ sentiment towards the brand. The output of this phase led us to the brand concept of "the energy of culture". Innovation plays a leading role in the new concept, where technology and new ways of interacting are an integral part of the path and the shopping experience. The 3,000sqm flagship store stands for nourishing passions and ideas, reflecting a brand that pulses with life, engaging the curious ones, overwhelming those looking for inspiration or for a seamless omnichannel experience. The project was developed in collaboration with: PCVM Architects, Studio 02, Lucca Comics & Games, and others.
We have created an open space for culture, where the physical and digital journeys overlap. A place where books are the hero, surrounded by a flower corner, a coffee shop, a e-sports room, a readings arena, a kids playground and many other experience areas that enhance the visitor's journey.Gianni Tozzi, Chief Creative Officer International of FutureBrand
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