PRIMADONNA COLLECTION® - worldwide 2006-2011

The project for the PRIMADONNA Collection® franchise stores launched in June 2006, following the manufacturer's request to create a franchise network that would dedicate a self-contained, mono-brand space to its products.

The project sought to combine the simplicity of the product/content (low-to-medium range women's footwear) with the need to convey quality and innovation through the store/container. Above all, the goal was to maximize the display space, taking on the challenge of adapting the logics commonly used in artisanal production and introducing them into the industrial production chain. In just two months, a format was created and tested with the opening of the first store in Via Sparano, Bari. In only five years, the PRIMADONNA Collection® format was rolled out across 170 stores both in Italy and abroad.

Light and color are the fundamental elements of the project, creating a sober yet communicative image for the space. Minimalist plexiglass shelves run along the walls, alternating between a glossy white and a luminous, opalescent finish. This guarantees flexibility in merchandising and an efficient ratio between the sales area and the display surface. The lighting—both the targeted, colored lights of the shelves and the linear lighting on the ceiling and floor—is designed to create an emotional atmosphere without compromising the visibility of the product. The branding and communication, conveyed through interchangeable maxi-prints strategically placed in the shop windows and inside the store, undoubtedly represent a leading and highly recognizable element.