Giochi Preziosi’s second physical store in Milan opens on Corso Buenos Aires, across 250 sqm with three windows and direct street access. The language is the natural evolution of the Piazza Duomo flagship: white as a radical choice to bring out the explosion of colour of the products, custom shelving with linear RGB LEDs that allow the background of each single module to be coloured. A shelved wall of over 20 metres crosses the double-height area, decorated with methacrylate bubbles inspired by the Crystal Ball. A custom green-bubble floor and a San Siro shelving unit for sports games.
Spaces. Giochi Preziosi chose Corso Buenos Aires in Milan as the site for its second physical store. The space occupies 250 sqm on a single level with 3 windows and direct street access. The shop is the result of splitting a much larger commercial unit into 3 separate units.
The design choices. The shop’s language follows the choices of the first Giochi Preziosi flagship store we designed in Piazza Duomo.
So we chose to work with the same shades of white, personalising all the shelving with a linear RGB lighting system that allows the background colour of each single shelf to be personalised.
This effect is particularly visible in the double-height part of the shop, which features a shelved wall over 20 metres long. The double-height part, which also houses platforms for children’s vehicles and toy cars, is decorated with coloured methacrylate bubbles, inspired by the Crystal Ball, which also appear in the street-entrance vestibule.
Here too, signage inspired by the underground was designed to help people find their way around the shop. The tills are developed bespoke, with soft shapes and curved lines that pick up the colours of the brand and the graphics.
In this shop too, a shelving unit was conceived and built that reproduces a corner of the San Siro stadium, in the area linked to sports games and table football.
The floor is made bespoke, with green bubbles interweaving on a white background, born from the brand’s original graphics.
