OREFICI 11
For the first time, U.S. retail group VF Corp has opened a multi-brand space in Milan featuring three brands from the group' portfolio: Timberland, Napapijri, and The North Face. The space successfully mixes physical and digital experiences, showcasing new ways to do retail in the covid world. Review.
The assortment
The ground floor of the 2040sqm, two-storey store features a space called The Lab, where are showcased special collaborations and limited-edition collections from the three brands. The first floor is divided into spaces for Timberland, Napapijri, and The North Face, each with their own identity; the idea being to get the best of each brand.
Digital activations
Opened at the end of 2020, the concept emerged in a world still deeply deepen by the coronavirus crisis. Taking into account that the store might experience period of closure, it has been conceived to allow for the physical and virtual experience to collide.
Features include in-store POS mobile device, mobile check-out, click-and-collect, instore reservation to collect products at another store, and from-store shipping throughout Italy.
A virtual visit of the store is available from the website, with point stations that include video explanations and information.
Other digital activations include live-streaming events.
CRS and sustainability
The store has been built around core values common to the three brands: circular design, sustainability and exploration. The space has been conceived using of low-impact, environmentally-friendly materials and finishes, and features bottle refill fountain for clients.
The multibrand space also aims to act as a platform where the group can present innovative and sustainable initiatives in line with the values expressed by the three brands.
Store design
The store design incorporates diverse references to the city's architecture history such as green ceramic tiles, concrete bollards, and steel stairs (reminiscence of Milan's industrial DNA).
More
Listen to VF Corp. President of the EMEA region Martino Scabbia Guerrini in a podcast presenting the store:
VF Corp. President of the EMEA region Martino Scabbia Guerrini