Grottini for Huawei

The Retail world continues to evolve and, despite online sales are experiencing a period of great growth, the shop experience in store and the Omni-channel Retail reconfirm themselves as a real focus. Just think of Amazon and EBay, colossals born in the world of e-commerce that are opening physical retail stores.

Among the top 3 brands of telephony and technology and Leader in the world market, we find Huawei, a known Chinese multinational company aiming to consolidate its international leadership that has chosen Italy and in particular the CityLife shopping district of Milan, a large Italian urban district dedicated to shopping, as home to the first Futuristic Huawei Experience Store. In the new store, an experiential model, the customers are immersed in the hyper-technological world of Huawei and can also customize many products such as smartphones, PCs or tablets, listen to music, attend free training courses and freely interact and play with the latest technological innovations in the store (

With an exceptional location in the brand new CityLife Shopping District, known as the largest urban district dedicated to shopping in Italy, the Huawei experience store was inaugurated last November 30th.

The store, developed by Grottini Retail Environments that has chosen for the conception and creative direction the designer Alessandro Luciani, focuses on innovation, design, avant-garde architecture and eco-sustainability.
Eco sustainable materials with a low environmental impact such as glass have been used, present in most of the walls and in the tables enriched by the "Digital Labels" upgradable by a remote management system developed by Grottini. Real wood of European origin, has been used in many walls and elements positioned in front of the large Led wall that boasts extraordinary technical features with a surface of over 40 square meters in high resolution, all managed by a cutting-edge directing system that coordinates all the technologies present within the store.

Finally, the complex integration between technologies and "vertical garden with plants and real flowers" has allowed us to create something unique and spectacular thanks to the inclusion nested within it of some video led flowers that where custom-made products exclusively for Huawei.

A team work that has seen the collaboration with the Grottini Lab division, thanks to which an energy floor system has been created, inserted in the store and that is able to produce a real quantity of visible electrical energy at the passage of customers trafficking near the display positioned on the column next to the entrance. This innovative system has been joined by the tried and tested behavioral analysis system of the customers within the store, which is giving excellent results in the other stores where the same has been installed.

A complex work carried out in a limited time, where every element is new, unique and custom made. A great project, with great ambitions, which has already achieved great enthusiasm all over the world.

Photos by Richard Cadan

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