With this flagship store OVS wants to show off the brand’s evolution and its continuing renewal when it comes to style, language and customer interaction.
The store is contemporary, clean cut and basic looking; bold statements have been left to one side to make sure the spotlight remains on the product itself.
The architectural design brings together new expressive codes and pre-existing features. The cement tile floors, iron shutters and windows on the first floor have been taken back to their original colours in a blend of charming contaminations. A large mirror wall with luminous openings connects the three levels of the store, reflecting and amplifying the spaces. The furnishings are like small freestanding works of architecture, cages to contain products in a flexible way. Pale wood, glass and metal are combined with sheets of colored plexiglas; the products on the walls are “framed” like museum installations. The contrast between existing features – including the cementine floors, the iron shutters, the windows on the first floor restored to their original color – and the project creates a stimulating environment, permeated by new freshness.
OVS is aiming for its new flagship store to bring in a new approach to clients, broadening dialogue through its cutting-edge digital shopping experience: virtual fitting rooms, sales assistants with iPads, multimedia totems, and click&collect service. Inside the store is an OVS Digital Experience corner, complete with Google Enterprise technologies and products. Customers can use the App to access all the product information they need (size availability, on-line purchasing or pick up from the nearest store in the event of unavailable sizes), they can try on new looks in the virtual fitting room, see themselves in the mirror – front and back, interact with assistants, and take selfies and share them on social networks.