Pirelli’s historical values are deeply rooted in centuries of successes: from the industrial production culture to the world of Glamour, up to the most advanced technological researches and the popular, smart advertising campaigns.
From such value-rated scenario, comes to life PZERO: the premium sportswear brand driven by technology, inspired by Pirelli’s industrial leadership and the new retail design identity. The new fashion design concept aims at setting guests onto a unique shopping experience journey inspired by the “Rubber Soul” concept metaphor which represents the hallmark of Pirelli’s and fosters the durable leather performance of the gum into an iconic industrial design language as a fil rouge between the brand’s DNA and the store fashion design concept.
The design metaphor also winks at the rational of the ecological sustainability of rubber production which reflects one of the fundamental values of Pirelli’s PZERO™ brand.
The service design model aims to enhance the in-store shopping experience through the presence of new physical touch points, such as:
· stop & go relax areas
· self or assisted purchasing solutions
Product is the King as well as the physical design driver of the experience around which glam-raw industrial elements enhanced by the informative environmental branding communicate take shape.
Immediacy, simplicity and multi-channel development have been translated in the form of a modular product display elements with areas dedicated to capsule collection where holographic previews of products can be experience. Each display area is also equipped with a tablet for product information and QR code labelling for discovering further information.