Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination.
BOU-TEK THE RETAIL REVOLUTION in Milan, Italy by PAOLO FRELLO & PARTNERS
August 4th, 2015 by Sumit Singhal
Article source: PAOLO FRELLO & PARTNERS
The design concept of Bou-tek, the new space designed by Paolo Frello for Mauden Spa, lies all in the title “Retail rEvolution”.
The Web and online buying have completely changed the consumer behaviour. New emerging retail trends have developed such as “Showrooming “, the practice of examining merchandise in a traditional brick and mortar retail store and then buying it online, sometimes at a lower price; ROPO (Research on line, purchase offline), the practice of searching and comparing the product online and then of purchasing it in the traditional store.
It is right in the middle of these clear and yet confusing retail trends that Bou-tek positions itself with a newly designed physical show-room located in the heart of Milan whilst showcasing the most advanced digital technology, to address those companies in need of advertising their products to consumers but with only online marketing strategies at their disposal. Bou-tek ‘s showroom is therefore rented out temporarily together with its leading digital technologies and in addition an advisory service is provided for the consumer to engage in a fully immersive experience with the product.
The architectural volume is split on two levels, displaying more than 400 square meters of surface in total. The central part of the showroom has a large opening in the floor to fit a high-definition LED wall which rises 9 meters of height, the largest ever used in Italy in a commercial space, to connect the two floors. The floor opening is covered with a clear walk on glass floor. Attached to the LED wall, mirror ceilings and floors have been fitted to create the illusion of an internal space expanding indefinitely. A social area, a meeting room and a large wooden wall panelled with several 4K technology touch screens for interactive experiences have also been created.
Bou-tek will not only make of its show-room a commercial experience in which companies will take turns to display and advertise their products to consumers. It will also be a vibrant cultural space where exhibitions of art, photography and design will be arranged for its audience.
Paolo Frello & Partners is a company active in the world of architecture, interior design and communication. Based in Milan and led by Paolo Frello, over the years he has collected numerous awards and prizes around the world as the World Design Library Prize in Tokyo, the Waterly European Award in Koln, the Office Design Competition at the Milan Design Week, the Adi Design Index in Milan as selection for the Compasso d’Oro.
Among the most important works stand out residences in Italy, in Switzerland, in Florida, in Colorado, in Michigan, in Belgium, in France, in the UK, in China and South America.
He also oversaw the design for the stores Piacenza Cashmere and the project for Allianz Bank branches throughout Italy. For the European Community has well-appointed interiors to the Embassies of Baku in Azerbaijan and Asuncion in Paraguay. His works are published in books and magazines around the world.
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