A new retail concept for Divani&Divani


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1 FEB 2018
Patrick Norguet designs the new concept for the stores of the Natuzzi brand, which finds its first concrete expression in Udine, awaiting the next inauguration in Pisa

The customer and the shopping experience are the essential features of the project. From this base is being developed the new retail concept of Divani&Divani by Natuzzi, which is defining the new exhibition map of the brand, starting from Tavagnacco, Udine, which adds to the 78 stores already present in Italy.

The first new generation store (400 square meters divided into 22 spaces) reflects the relaunch and re-positioning process started by the brand in 2017, developed according to a structured program that - alongside the new store design - includes the restyling of the logo, a new visual identity within the entire sales network and all the online platforms, a new website and the production of ironic videos played on the hashtag #50sfumaturedicomfort (50 shades of comfort).

Patrick Norguet, who has played with the new image of the brand and with a renewed color palette (already visible in the new ocean blue color of the logo), aims to guide the customer within the store and, in particular, at the heart of the project. The exhibition architecture, the materials, the informative displays: each element contributes to create an intimate and familiar atmosphere, enhancing that concept of 'absolute comfort' that reflects the design approach promoted by the brand. Comfort that can be perceived in the 2018 collections in the window, such as Spasso, Stupore, Estasi, Talenti and Meraviglia.

Among the perks of the store there is also the possibility of designing your sofa or armchair through the innovative 3D Product Configurator. An aspect that, with the free consultancy service, home delivery, collection of used items and personalized payment methods, has allowed the brand to confirm itself as the best Italian brand in the furniture sector 2017/2018 for assistance service.

The development of the new retail project is just at the beginning. After the inauguration of the Tavagnacco sales point, the forthcoming opening, on 3 February, is expected in Calcinaia (Pisa), with a second space of over 360 square meters and 17 sets.