Branding, Store Design, Visual Merchandising

Dmail store: new concept in Milan by Migliore + Servetto

19 November 2017
Dmail store in Milan by Migliore + servetto

Dmail store in its renewed identity image conceived by Migliore+Servetto Architects

The new Dmail store concept is conceived by Migliore+Servetto Architects, for their renewed identity image, as welcoming, discovering places, where the visitors can move around freely by following their own interests and curiosity.

The store in via San Paolo in Milan is the landmark retail of the new brand identity: the pilot project of the new fitting out format for all the sales points that will follow. Dmail is a rich, heterogeneous products’ supply, with a constant turnover of the offering.

Thus the place has a strong identity, characterized by a vivid yellow and by a graphic mark. This color dialogues with the white of the tubular steel poles, with the metal sheets folded to create wide exhibition basins, and with the transparencies of metallic meshes. All those elements are placed inside an homogeneous container, defined on the ground by the warm, dark oak shade showing chromatic continuity with the walls and the ceiling.

However the light is the essential element in the whole interior design project. Integrated in the furniture, led light marks and frames the products. Linear light rods punctuate the showcases and the wall furniture, hence framing the ‘focus areas’ with a zoom on selected products, while suspended light ring define the central areas, with the lightness of the metallic tubular poles.

A key element is also the graphic system: a set of icons and keywords that, supported by the sharp freshness of yellow, guides the information and the shopping experience, thus allowing the visitors to orient themselves among the various product categories and to deepen the knowledge of the objects on display.

Finally, indoor and outdoor of the store are structured to build a close dialogue between the parties. The extremely permeability of the windows, made by a freestanding structure at full height combined with the targeted presence of the graphics, offers to the visitor a wide overview of the interiors.

Here is the new Dmail store concept: a narrative and communicative space, where light and the graphic mark open glimpses and exploration views. A new meeting place full of curiosity and innovation.

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Via San Paolo 15. Milan / March 2017 / Dmail
photo courtesy of dmail

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