The new retail format system is based on three macro principles: modularity, recognition and flexibility. The distributive and compositional idea of space is defined through modular grids, island systems and setup environments. The awareness of the Calligaris brand is determined by the repetitive use of a unique language both in terms of display elements and of materials and communication codes: the use of colour or environmental communication. The flexible system is composed of modular elements which allows you to manage all sorts of different stores.
Brand Strategy / Visual Identity / Exhibit Design / Restyling Website
Furniture / Design
The new retail concept is based on two key concepts: “layering” and “framing”. The application of these concepts creates a flexible and an easily configurable system according to the different exhibitive and commercial requirements of particular markets.
“Framing” is the assumption through which it is possible to “Square” and “Frame” the different product groups which have been organized according to designed set-up ideas. “Layering” is the principle by which it is possible to define and characterize the different set-ups, in a non invasive manner, thus creating fluid and communicative scenarios which adjust views and pathways.
The use of combined materials belonging to the company’s tradition, such as wood and more contemporary ones like wire mesh, becomes the main concept of brand awareness.
The metal mesh is the new material introduced in Calligaris retail system; it is used in different settings within the point of sale and becomes the innovative element which identifies the brand. Red is the predominant colour for brand awareness, it is totally combined with the company, as well as elements such as “smartness” and the company’s values. Wood is maintained and is used as a link to the history and the cultural heritage of the company.
The communication system consists of an abundance of materials which include: banners for shop windows, for promotions and fillers, product and designer sheets, price lists and label systems. In addition to all the internal signposts, ranging from directional signs to service info. All materials disclose a predetermined layout which allows accessible handling and declination.