We had the pleasure to create the first Lenovo concept store in Europe: the Spazio Lenovo of Milan, a place that offers an experiential, cultural and social environment dedicated to the digital and technological innovation that are synonymous with the brand.
Strategy & Design Value
Engineering Store Interiors
Digital Experience General
Alessandro Luciani Design &
Retail Design Institute 50th International Store Design Awards – 2021
To express the brand’s philosophy, we have demonstrated how technology and people can share the same space by communicating with each other. The result is a place which, despite being closed, behaves as if it were open, thanks to plays of light, colour, LED walls and naturalistic materials.
We wanted to create a place that reflected the personality of the brand and that was able to fit in the surroundings with harmony. The whole building gets its value increased through wide corner windows, bringing colour and light in the streets.
Highlighting a brand’s value through colour and light, expressing their philosophy through technology. We were able to demonstrate how technology and people can coexist and actually need one another, creating a dialogue between future and tradition.
The sustainable environment is communicated through materials: the glass with chromatic effects that recall the refraction of light in an iridescent spectrum. It changes during the hours of the day and through the 13 columns covered in green that rise upwards as in a forest.
The store, through a sensory experience, also offers chromatic benefits in a place made to be lived in all day between leisure and work.