CERRUTI1881

This brand, founded in Italy in 1967, requested a new S.I (Store Identity) from us following its acquisition and subsequent rebranding by the Chinese Biem.L.Fdlkk Group. Their primary request was to create a quintessential 'luxury store.'

We began by analyzing the brand's roots. The founder, Nino Cerruti, is widely regarded as a pioneer of the genderless look. We honored this legacy by intentionally pairing contrasting materials, ensuring they seamlessly harmonize within the space.

For the lighting strategy, we maximized the use of subtle, indirect lighting. By minimizing direct lighting while maintaining optimal illumination, we achieved a luxurious atmosphere that naturally guides the customers' gaze toward the products.

Despite the relatively compact footprint, the space was designed for flexible use to accommodate VIP clientele. It functions as an open, spacious area during regular operations but can be easily transformed into a private consultation room when needed.

When reflecting on the true definition of a luxury store, I believe it should never feel intimidating or unapproachable. True luxury lies in allowing customers to enter comfortably, experience the products at ease, and be guided toward a natural, unforced purchase. Therefore, we curated the space to exude a warm, residential-like comfort.