Technogym, retail concept

Studio MILO was asked to design a “customer experience” inside the current Technogym Stores through a proposal of visual communication. The brief given by the company was to create an experience capable to “break the usual schemes”. Therefore, “OUT of the box”, intended as the outside space entering the inside. On one hand the city and the people enter into the Technogym world, on the other Technogym “comes out of its own box“ with a new creative gesture. A new aesthetic, aimed at elevating the existing BOX, its aesthetic values, yet making it less intimidating to the visitors. The main goal of the proposal is opening the doors and attracting a new and varied clientele.