A NEW MODEL FOR RETAIL BY THE DESIGNER ALESSANDRO LUCIANI
The philosophy of eclectic Italian designer Alessandro Luciani focuses on the Person, in a vision oriented towards the involvement of emotions and the creation of new experiences. It's no coincidence that, talking about himself, Alessandro Luciani defines himself as 'Designer of Human Experiences'. The anthropocentric philosophy that inspires his projects means a constant attention towards the creation of experiential spaces where people can feel good and, enjoying a state of well-being, surprised, and captured by what surrounds them.
In this way was born the project for the 'HUAWEI Experience Store' in Milan - the first flagship store of the Chinese brand in Europe - with the aim of creating a store not only based on the product, but on a real immersive experience in the world of Huawei, which can meet the most modern needs of new customers with the idea of creating something unique and original and to offer a new experiential model different from that of competitors, Alessandro Luciani has developed a concept of 'eco-sustainable store' innovative and future-oriented in the world of retail.
A store that can transmit values of innovation, high quality, and reliability of the brand in a space where customers can have new experiences, try the latest news of the brand, customize products, smartphones, tablets, or PC and, again, listen to music, participate in free training courses, and interact with the latest technology in store.
THE SUSTAINABLE STORE
For the realization of this project, the multifaceted Interior Designer Alessandro Luciani has designed an environment that could be an expression of life and respect of Man towards the planet and that could communicate feelings such as joy and love towards people, in an empathic sharing that helps to reduce the distance between Man and Technology, when it is perceived as a useful tool to improve the style and quality of our lives. The focus is therefore the relationship between environment, man, and technology. In the choice of materials, priority was given to glass, a recyclable and eco-sustainable material, and wood, a renewable and recyclable material, which is particularly suitable for creating warm and welcoming spaces, providing psychological benefits and a state of well-being and relaxation.
The project considers the entire life cycle of materials, reducing to a minimum the depth of the material to make it more sustainable in case of disposal, and it is preferred to use locally sourced materials, to reduce transport costs and pollution of the vehicles that must transport them. The various essences of wood can vary according to the geographical location on the Italian national territory, characterizing the Stores in different regions/cities and making them unique. Any wood composite materials that will be used are chosen among those certified by FSC®, Forest Stewardship Council.
"I imagined an eco-sustainable store full of natural vegetation - affirms Alessandro Luciani - also suitable for indoor environments thanks to the use of the well-tested vertical green walls, which are self-feeding with water and mineral salts and are designed according to the location and its specific characteristics, such as sun exposure, temperature difference, relative humidity, water hardness; all factors that contribute to determine the type and colour of the vegetation. Also in this case, each store will be different from the others and will assume typical features in relation to its geographical location. In the Milan Store, the complex realization for the integration between technologies and 'vertical garden with real plants and flowers' has allowed to create something unique and impressive, thanks to the inclusion of some video-led flowers produced exclusively for Huawei".
Glass is used for most of the walls, for the central tables with an essential design that have the function of displaying and promoting the products and where integrated Digital Lables are inserted, which are monitored by a remote software. Wood - natural brushed oak of European origin - was used for the remaining walls and elements positioned in front of the large Ledwall at the back, which measures over 42 square meters and has a very high resolution. Everything is managed by a state-of-the-art control system that coordinates the technologies inside the store.
On the walls there are specific areas designed for all products, music, wearable, discover and the customization area where you can print on your cover and laptop a photo, an inscription, or a drawing. All lighting is LED, on the ceiling there is an accent lighting and a general anti-glare lighting. Luminous strips have been placed in the floor to delimit some spaces and create more atmosphere, especially in the evening. An original 'energy floor' system can produce a minimum amount of electricity as customers pass by, minimal but real, to be visible in the display located on the column positioned between the two entrances. The sum of all the elements that go into the project creates the 'Store of the Future', an eco-sustainable store, warm and of great emotional impact, full of real life and empathy, where you can spend time in an enjoyable way, where you can experiment the most innovative technologies, where you can perceive a high level of quality and where you can be projected into a pleasure dream, imagining the future that is waiting for us.
The designer Alessandro Luciani for this project has also been working in the world of Product Design, designing, and producing a small Capsule Collection of elegant Made in Italy leather straps for the watches of the store.
In addition, he explored his creativity and originality by creating collections of coffee cups, which can be used for any occasion and giving a touch of originality to a simple and common object.