Oct. 23 – After Turin, Piquadro continues to expand and it chooses to do as much in China. Following the recent opening in Turin’s historic center, the company opened a new store in the great China World Mall in Beijing that houses the main global fashion and luxury brands. Marco Palmieri , President of Piquadro, flew to China to officially open the store and cut the ribbon alongside the guest star Wu Xiubo, one of the highest paid actors in Chinese television who stars in the series “Before the dawn.” The store covers an area of over 80 square meters and was designed by Karim Azzabi, also author of the company’s futuristic headquarters in the province of Bologna. The concept refers to the idea of a cocoon, defining a unique and original exhibition format in which the fundamental building blocks are not only the floor and walls, but also display elements. So, the shelves and drawers seem to be “ribs” with integrated lighting, thanks to LED lights at variable intensity inserted in “stalactites” hanging from the ceiling. The result is a bright and innovative exhibition space that reflects the nature of Piquadro and the buying experience within the space is further enhanced by the ability to interact with the product through a special iPhone app that interfaces with a large monitor in the store. With this software, developed in collaboration with Vodafone and used for the first time in the boutique on the rue Saint Honoré in Paris, the sales staff can show on the monitor all the features of the product, color variations and quality tests by simply reading the barcode located on the product.
