Lavazza coffee shop is running abroad with the new format Espression - crea news - CREA International - italian retail design

A design concept signed by Crea International supporting italian brand’s internationalization as told by Marco Valle, the Lavazza coffee shop director.

"Espression is a highly identification place of Lavazza brand, a combination of creativity and style in which the coffee expertise and the typical italian design concept are blended.

The layout’s aim is all italian and plays on design elements and on creativity which is expressed not only in an aesthetic way, but even in the products’ offer. Instead the retail design reflects our bands values. A modern design, rotating around photography’s world. Design innovation can be discovered even in small details, together with the use of technology, allowing great flexibility according to the contexts in which we operate. The physical layout is adaptable to every single necessity of the store”.

This is what Marco Valle said during an interview on the magazine “Retail & food”, focusing above all on demonstrating how the company objective aims not in a strong numerical development, but in presiding over specific areas, well representing the countries in which the company invests.

After first opening of the pilot coffee shop concept in Turin, the brand has started to spread in a trasversal way.

The store in Malpensa is one of the last ones, half in China, Belfast, Dublin and Budapest airports and a deal made with chinese partners which allowed to open in 10 months 18 shops between Shangai, Guangzhou and Beijing, with the aim to join more than 200 stores in the next five years.

“Espression” really aims in telling “Italy” in a new but absolutely truthful and current manner.

Old traditional stereotypes have to be put aside in order to bring to the surface a truer and more modern way of being Italian, communicating that originality, vitality, pluralism of languages and cultures, typical of italian culture and its “ecleticism”, offering the pleasure to drink a coffee in an amusing, emotional, innovative and different environment. In Italy Lavazza does not need to improve the brand awareness because the brand holds 48% in retail market, serving more than 10 thousand bars.

That’s why the attention of the the company is now focused in investing abroad.
Click here to find espression coffee shops worldwide.

Crea International at Frankfurt fair “light build”

An industry experts’ discussion on how sophisticated lighting design & quality lighting adds value to office spaces

On Tuesday, 17th April Andrea Borsetto, design director and Marco De Carli, marketing and strategy director at Crea International will give a lecture at “light+building”, the world’s biggest trade fair for lighting and intelligent buildings. 2,100 ehibitors and more than 180 visitors in last 2010 edition, top countries Netherlands, Italy, Austria, France, Switzerland, great Britain. Spain, China, Belgium and Russia. The Physical-Brand-Design company will face a discussion on how design influences brand and image and how lighting can best attract customers. Stay tuned !

Crea International at Frankfurt fair “light build” - crea news - CREA International - italian retail design

Flagship Wind : brand reputation and customer satisfaction, testifying the brand’s rise - crea news - CREA International - italian retail design

Flagship Wind : brand reputation and customer satisfaction, testifying the brand’s rise

Interview to Maximo Ibarra, Wind Business Unit Consumer director, to show how the new concept design contributed in creating a new space of interaction and community

That the new retail design concept of Wind Flagship Store aims to improve the relationship between human beings is no longer a secret. That it has become not only a place where purchasing product and services, but also a meeting place, not even.

380 sqmt store right in the centre of Milan on two floors where the Wind Theater area becomes a space for events …. where sharing feelings and emotions. Below a short interview to the Business Unit consumer director explaining the results and the events, highlighting the growing success of the brand.

Which are the benefits that the new concept design of Milan flagship store has brought to the Company?

Our Milan flagship store has always been a place of excellence where our customers can experience the world of Windand, above all, it expresses our company values through its layout and innovative design. Technology at the service of our customers, exclusive customer care and dedicated commercial consultancy, the broad range of Wind products and services make the flagship store a reference point capable of fully meeting the needs of our customers.

Can you tell us the results obtained from the launch of the flagship store on business level: numbers, feedback from customers and shop staff etc.?

In almost two years of operation, our store in Corso Matteotti has welcomed and cared for over 20,000 customers, ensuring, with a team of 7 Wind employees, an excellent level of service, as documented by our internal Customer Satisfaction parameters.

How often do themed events occur in the flagship store? Have the topics of the events a special meaning or are they decided randomly?

In 2011 we organized seven themed events and one so far in 2012. With these appointments we have shown even more how close we are to our customers, by celebrating within the store many events not purely related to the world of telecommunications, but related to the promotion of young Italian talent ("The Surrealistic Pixel" event-exhibition by Alessandro Dotti), to fashion (fashion show with two promising talents of the Made in Italy of the future, Mimì à la mer e AnnaBiblò), to art ('Hallowind' event with the creations of the Arrigo atelier) and to wine&food ('choco-fever' feast and Christmas 'gourmand' event).

In a friendly and technologically advanced environment, we have also involved the Wind community and the citizens of Milan in a series of initiatives directly related to the telecommunications world, such as the launch of the Nokia E7 and of the HTC Desire.

A success even for the Physical-Brand-Design company which has conceived a telecom retail project in a technological environment that has become a perfect habitat for a new empathic community, an environment to create connection between brand and customers, contributing to customer loyalty.

Flagship Wind : brand reputation and customer satisfaction, testifying the brand’s rise - crea news - CREA International - italian retail design

Innovative design and art at Elephant Parade press conference - crea news - CREA International - italian retail design

Innovative design and art at Elephant Parade press conference

Crea International hosted at the press conference of the event at Palazzo Reale

A joyful occasion for the physical-brand-design company to greet, with all the other sponsors of the event, a herd of 80 brightly painted elephants that will push their way into Milan life for two months. The italian-retail-design company presents its art work, the only elephant of the parade with its story written on its back … a story of colours,dreams, love and hope in a better world :

“my name is elephamm and I live over the rainbow….

…I met by chance a creative spirit called Amm who told me his tribe’s story, free spirits able to speak through the voice of the heart. Special people who catch the sight of the rainbow and set off for a colour to get up on it to live in there and to communicate with all the living creatures through the universal language of the light.

I shared with Amm my experiences and my dreams and he taught me how to draw stories which came out from the heart. In order to help me, he gently slid in one of my big ears to talk directly to my soul.

We played, talked and laughed and we were moved to tears by watching on Youtube the story about Mosha little elephant who was moving his first steps after his leg being healed from a mine explosion. I convinced Amm to remain inside me to help me to get on the rainbow and to learn how to talk his language.

I walked over the rainbows all around the world with Amm and my legs bloted with all their colours. My blue eyes, as big and pure as babies' ones, are still capable of dreaming. And with the pencil, I always carry with me, I can draw how I feel. I have told my stories to all other little elephants and I have become the herd’s head. They have decided to follow me on the first rainbow that will rise in Milan, connecting their trunks in a single row.

We will be able to observe the world from a peaceful, joyful and friendly place from above…. Far away from fear for mines and poachers and from a world where men don’t communicate anymore and cry for their incapabilities. For this reason on shiny and sunny days we will try to send some light rays to men, through our hearts, in order to light up their self consciousness for a few seconds and let them start to perceive what they can’t see and feel anymore.

Come and know our “Elephamm” in P.za San Babila!

Special thanks go to F.lli Fotolito – Milano for the promotional supply of Elephamm t-shirts

For more informations about the event visit : elephantparade.com

Press and PR contact : francesca.soffici

Innovative design and art at Elephant Parade press conference - crea news - CREA International - italian retail design

New opening in Milano for Finanza & Futuro Banca retail banking flagship store - crea news - CREA International - italian retail design

New opening in Milano for Finanza & Futuro Banca retail banking flagship store

A new important challenge for Crea International to give the Deutsche Bank administered funds company an innovative design within retail banking

The Physical-Brand-Design company has conceived and designed the whole restyling plan of Finanza e Futuro Banca.The brief that gave birth to the new innovative concept design was certainly a challenging one: create a brand awareness and make perceivable to clients and prospects the new positioning of the brand through the retail concept. This required the capability to develop a project with a high visibility from the outside, innovating the external approach of the financial services offices and the capability to communicate the new brand soul upon the mix of exclusivity and accessibility. In other words the design concept had to transfer the oxymoron concept of F&F Banca as the private bank managed by financial promoters.The project had to convey the rigorous roots of Deutsche Bank and the dynamism of F&F Banca and generate the feeling of a financial boutique capable to deliver high professionalism together with a strong and warm relationship.

The design concept gets its inspiration from first class financial journey. First class suggests comfort and accurate services approach, cocooning but at the same time an innovative environment with great attention to details. The design innovation of first class is perceived right from the outside of the flagship store: the windows although opened and transparent have been designed with a blue gradient glass and brushed aluminium that provide a touch of glamour. The interior design has privileged simple shapes, materials and colours in contrast, combining the blue and white colors clash, creating a timeless environment, capable to enhance what really matters : the human touch, the relationship based on mutual trust.

Particular attention has been dedicated to the communication of the offer : a colour scheme based on pastel colours developed to identify every single product proposed and introduced in the display system that groups in an unique proposition the various brochures composing the offer and the poster focusing on the special proposal of the moment. This system contributes to give to this innovative concept a touch of simplicity and at the same time preciousness, even in the offer. The whole environment provides an overall feeling of lightness, simplicity and essentiality. A perfect equilibrium to take a break with the external world and make clients concentrate on their future in a peaceful state of mind.

The choice of F&F Banca to open a new flagship store in Milano, following Rome’s one, and to refresh and reshape all the branches through out the country, implementing the innovative design concept of Crea International, is a strong signal not only of the strong increase of the activity of the financial company but even that Finanza e Futuro believes that space is an essential tool in its repositioning strategy to put clients at the centre of its attention, committing in all its activities to top class service where care and profesionalism are the key words for success.

Another fully managed project by the interior design company,that through its exclusive Physical-Brand-Design way of working, successed once again in translating the brand values within the space.

New opening in Milano for Finanza & Futuro Banca retail banking flagship store - crea news - CREA International - italian retail design

A new air flowing into Czech Republic’s retail banking market : Air Bank. - crea news - CREA International - italian retail design

A new air flowing into Czech Republic’s retail banking market : Air Bank.

Discover the ambitious and new bank in central Europe designed by Crea International

Air Bank, just inaugurated in Prague, represents one of the most innovative and interesting retail-banking-design project conceived by the Physical-Brand-Design company in a country still attached to the traditional idea of bank.

The brief assigned by the client was to become brand of choice in retail banking that customers will talk about with enthusiasm and passion and to propose a new environment searching for new solutions, steping out from “banking routine”.

An innovative and interesting bank, introducing retail store coding rather than banking one, supporting selling process and dialog in a peer to peer relation with the bank. The final result is not a traditional bank but a real store that firmly wants to know its customers’ wishes and feelings, in a sort of community atmosphere of relationship and interaction, to invoke positive mode for satisfied customers.

Design innovation and return to ancient times harmoniuously blended in the metaphor of “Agorà” landscape, in ancient Greek an open “place of assembly” ,to create an opened bank where been really involved into the experience of freedom to browse by oneself or to be assisted if desired.

An opened squared place with a multifunctional central area to make the space fruition free, without frills, using modern technologies on a new service model, paperless, with outstanding services, speaking of semplicity and transparency in a friendly, enjoyable and pleasant space. All surrounded by an amphiteater with a stair system looking towards the center, where customers can choose the seating on different levels.

Finally a revolutionary project speaking a new language,which sets the mark of a really different bank which does not intend to astonish and confuse, but innovate to create value.

Massimo Fabbro, founder and ceo of Crea International, comments below the project result : “I guess Airbank concept represent a breakthough within european retail banking scenario: a fully peer-to-peer, simple and no-frills banking store, that welcomes customers into an unexpected and friendly enviromment. Thanks to PPF group that challenged us to create a concept whose we are deeply proud of."

A new air flowing into Czech Republic’s retail banking market : Air Bank. - crea news - CREA International - italian retail design

After Milano’s concept projected by Crea International, inaugurated in Rome the second Flagship Store of Wind - crea news - CREA International - italian retail design

After Milano’s concept projected by Crea International, inaugurated in Rome the second Flagship Store of Wind

The retail telecom Wind lands in P.za di Spagna with its innovative design concept

The "Empathicspherical" Open Flagship store opens its doors in Rome with its orange, blue, white and gray areas as distinguished areas of a new planet or better to say of a new Biosphere, meant as a habitat capable of generating a new life of telecommunication.

A reinterpretation of technology to facilitate the relationships between human beings, in a nowadays more and more globalized and under pressure world.

As a result the indissoluble binomial of Biosphere and Empathy inspired the Physical-Brand-Design company who conceived an innovative design project as a bio spherical, harmoniously technological environment which fruit of a design sensitive to the balance of different chromatic and morphological elements becomes a perfect habitat for a new empathic community.

Not only a telecommunication shop, but even a place destined to become a meeting place and landmark for telecom world and people.

After Milano’s concept projected by Crea International, inaugurated in Rome the second Flagship Store of Wind - crea news - CREA International - italian retail design

Crea International: concept innovation within retail banking design shortlisted and showcased at the prestigious exhibition of “Compasso d’oro ADI award” - crea news - CREA International - italian retail design

Crea International: concept innovation within retail banking design shortlisted and showcased at the prestigious exhibition of “Compasso d’oro ADI award”

CheBanca! Under the spotlight in Rome for the full-service-design category for the retail design company

The Compasso d'Oro ADI is the oldest but also the most authoritative design’s award, born from a Gio Ponti’s idea, aimed to give value to Italian design products.

Adi foundation (industrial design association) selects the most important projects, in different design fields, and gives the price to the best.

This year, the interior design company Crea International will take part into with its innovative project CheBanca! within the full-service-design section.

On 30th of May the event “Uniqueness of Italy - made in Italy and national identity - 1961/2011 Fifty years of Italian know through the Compasso d' Oro ADI award” will be inaugurated in Rome and will last until 25 of September.

A unique opportunity for Crea International to partecipate to a remarkable event in design’s world with its innovative retail banking design of CheBanca!.

The project is really enclosed in service design category, showing its essential, innovative, technological but friendly layout. A design innovation which takes the retail banking branch from an impersonal financial sphere to a different level able to stimulate interaction among customers, even thanks to its innovative design.

The Italian-retail-design company waits anxiously the day of the award ceremony on 12 of July, which will decree the winner.

Crea International: concept innovation within retail banking design shortlisted and showcased at the prestigious exhibition of “Compasso d’oro ADI award” - crea news - CREA International - italian retail design

“Storie di Genuinita’ Italiana” e Concept Innovation, un’altra importante sfida affrontata e superata a pieni voti da Crea International

Dall’iniziativa editoriale di Felice Bassi “Italia straordinaria”, collana che comunica le eccellenze e le realtà più straordinarie del nostro paese attraverso una serie di percorsi fuori dal coro, nasce l’idea di “produttori straordinari”, una guida che seleziona tutte quelle piccole e medie aziende impiegate nella produzione agro-alimentare italiana biologica e biodinamica.

Aziende che, distaccandosi dalla lavorazione industriale, scelgono di seguire con cura il processo di produzione, a partire dalla selezione delle materie prime per arrivare poi al confezionamento e al successivo commercio nel rispetto dell’ambiente e del consumatore, utilizzando macchinari antichi, che permettono di seguire metodi produttivi tradizionali, tramandati di generazione in generazione, senza però tralasciare l'innovazione, garantendo così al consumatore i prodotti migliori.

Crea International è stata chiamata in questo progetto tutto italiano a progettare un design concept che comunicasse i valori del brand attraverso lo spazio, racchiusi non solo nell’eccellenza delle materie prime, nell’unicità del progetto e nella sua eticità grazie alla trasparenza dei processi produttivi, ma soprattutto nella sua italianità, educando ai sapori, al gusto e al benessere.

Una mission interamente puntata all’educazione e alla cultura del cibo con la creazione di un food retail design che potesse essere inteso come presidio culturale legato al cibo, una full immersion esperenziale legata al prodotto sia dentro che fuori dallo spazio progettato.

Esperienza legata a quei valori di semplicità, orgoglio, condivisione, genuinità e franchezza tipici della cultura italiana che si legano a storie passate legate a profumi, frutti coltivati con amore e sacrificio.

Proprio da questo innovative thinking la società italiana di interior design è partita per dar vita ad uno spazio dal carattere semplice ma estremamente innovativo.

Un concept store estremamente ordinato, dove tutti i prodotti sono suddivisi secondo la loro categoria merceologica su scaffalature laterali in modo da permettere al cliente di compiere un giro intero all’interno del negozio e una parte interattiva centrale dove poter approfondire la storia del prodotto.

Isole con la presenza di touch screen dove il cliente appoggiando il prodotto può , non solo ricevere informazioni legate agli ingredienti e al suo produttore, ma anche cucinarlo virtualmente tramite ricette suggerite dal touch screen.

Inoltre, tramite un particolare sistema legato al prodotto è possibile, in un’area apposita a parete, ricevere informazioni dettagliate dal produttore stesso del prodotto tramite un video dove lui in prima persona lo racconta, mettendo la sua faccia e raccontandone la storia.

Faccia che viene riproposta anche sulle etichette modulari, studiate appositamente in bianco e nero, con uno stile fotografico che ricorda il ritratto artistico proprio per enfatizzare il legame alla tradizione, il ricordo a tempi lontani e alla genuinità.

Il tutto in un concept design pulito, semplice fatto di materiali della nostra terra come il legno d’ulivo materia prima tipicamente italiana, i marmi bianchi che ricordano le vecchie tavole di campagna delle nostre nonne,l’ardesia utilizzata per le console d’appoggio a conferire pulizia e integrità.

Un prodotto quindi non solo da acquistare ma che parla di sé, che va incontro al cliente con le sue molteplici sfaccettature e con la sua storia, unica, da raccontare.

Un progetto senza dubbio molto affine alla cuore della compagnia di italian-retail-design che potesse raccontare qualcosa che, in uno scenario sempre più tecnologico e frenetico, ci riportasse alle nostre più vecchie radici, con ottimi risultati.

Per maggiori informazioni :

www.creainternational.com

francesca.soffici@creainternational.com - mattia.stabile@creainternational.com

“Produttori Straordinari”: concept innovation within food retail design by Crea International - crea news - CREA International - italian retail design

“Produttori Straordinari”: concept innovation within food-retail-design by Crea International

The Italian-retail-design company introduces its last innovative thinking inspiring the innovative design concept in Milan

At beginning of April, within the suggestive context of Umanitaria space in Milan, the first convention of “Produttori Straordinari” took place, a whole of small italian food companies selected as excellent producers of agro food, which attention, contrasting the industrial logical , is based on every processing step, respecting the ethicality environment and consumer.

The innovative concept project, created by Crea International, the Italian-retail-design company, has been presented by Alberto Pasquini, founder and chairman of the company , by architect Armando Loreti who conceived the innovative design and by the graphic designer Gilberto Vizzini who developed the branding, the environmental graphics and created all the interactive systems. During the introduction, Mr. Gaetano Gasperini ceo of “Produttori Straordinari” focused on the company development that, in a few months, has been able to aggregate around this design innovation about 100 producers for a total number of 1500 products, which during the months before and immediately after Christmas holidays has been exposed and sold out with a strong commercial success, at “Cargo”, a famous shop in Milan.

At the end of the ambitious business plan, dr. Gasperini gave voice to tthe Physical-Brand-Design Company's chairman Alberto Pasquini and to designer Gilberto Vizzini, who explained specifically this innovative design and its application in corner.

Pasquini anticipates the presentation explaining the reasons which convinced him to accept the idea of a food-retail-design concept, for the first time.

“After our first visit to Cargo design concept space and having talked to some “Produttori Straordinari” referees, we noticed that our two companies had the same claims: being italian, in a true way, been of sincere business,passion and enthusiasm spread on every small detail and the courage to defend our own ideas and our convinctions.

We are then convinced that all these assumptions are the base to start in a good way, to impose our innovative concept both on the Italian market and on the international one.

Designer Gilberto Vizzini who took voice after Pasquini, explained specifically the reasons which have inspired the Physical-Brand-Design creative team to follow a story which led them to this kind concept innovation experience within food-retail-design..

Creating a label with a black and white photo of the producer on, as expression of naturalness and semplicity connected to past memories and a warm and harmonious design innovation where soft colors of olive wood and wavy forms of shelves as trees twisted by the wind shine through; the products laid on white marbles as the old tables of our country houses’ grandmothers and a simple and charming technology to explain the products ingredients, how to use cook and combine them, even directly explained by films made directly by the “Produttori Straordinari” telling their story and their production.

A persuasive innovative thinking design concept able to tell many different stories in a true one, believable and able to instil love and passion, typical Italian feelings !

“Produttori Straordinari”: concept innovation within food retail design by Crea International - crea news - CREA International - italian retail design

Qatar's future has a bank: Barwa Bank!

Discover the last retail-banking-design innovative concept by the Crea International

The Qatari future has got a new bank, Barwa Bank which represent the most challenging retail-banking-design project conceived by the Physical-Brand-Design company: designing the most progressive Shariah compliant islamic bank of the future, showcasing either modernity and coolness strongly rooted with the tradition of the country. The objective was to propose an environment aimed to customers more and more familiar with most innovative technologies, a bank thought where people would feel comfortable and welcome in an retail environment close to the fashion mid market luxury.

Through the methodology of Physical-Brand-Design, Crea International team approached the project in a very logical and structured way: "In the first place, the history and traditions of the country had been studied to get familiar with the components Qatari people felt very belonging to their culture and were proud of. Crea also analysed throughout the mission of Barwa Bank and the values it stands for, and finally we looked at the banking models both in Western and Middle East countries to build a strong point of difference and a gap with the current models.

To ensure real distinctiveness versus such current banking models and to build the most innovative bank, Crea International designed a new service standard: only a central banking area hosting multifunctional comfortable workstations where the bank assistant can seat close or in front of his client looking together at touch screen table, where all banking functions can be performed with total transparency and almost paperless. The final result is a delicate balance between tangibility, simplicity, intuitive space fruition of the service model together with the warm but still precious environment and design that characterizes the banking space.

The original inspiration came both from the landscape of Qatar and its nature: the dunes inspired the smooth shapes mixed with clear cut geometrical lines, the flowers of the desert with their delicate colours were source of inspiration for being symbol of energy and growth, the mother pearl and the finely carved architectural walls became the main components to translate the precious approach we wanted Barwa Bank to deliver. The bank would just be like a treasure chest: the centre of the branch hosts the precious blossom flower of the desert around which orbit as petals, a series of working stations where the main bank activities sheltering the growth of the country are operated.The mother pearl luminescence dresses the whole space to capture the Qatari colours, while the inlays with Islamic arabesque run along the perimeter walls.

Clients can freely browse within the branch and do not need to take a seat to queue while waiting their turn: each client is welcome by a butler who registers his priority of attendance, while letting take a look at the interactive tables showcasing all banking new products or at the innovative electronic devices displayed at the entrance". Finally a fully transparent shop front characterizes Barwa Bank: no posters, no displays, the bank innovative design is its best communication to announce the arrival of a new bank in town. To strengthen this uniqueness of Barwa Bank all atm machines and mobile branches have been developed with the same strong design approach. The flower, iconic symbol of Barwa Bank is now blossoming through out Qatar to deliver top quality service to clients.

Massimo Fabbro, Ceo of Crea International comments the project result achieved: " I am extremely proud of the design concept of Barwa Bank. The service model innovation developed for Barwa is breaking the rules of current retail banking models: it introduces a free flow and browsing approach and integrates and expands the self banking model one hand and strengthens the consultancy approach on the other. The final result is feasible either from the quality of design and the kind of service experience which are perceived as a fully integrated experience driven by our unique Physical-Brand-Design projectual methodology". In order to guarantee the highest standards in terms of professionalism and contracting quality, the implementation of Barwa Bank design concept branch has been entrusted to Bnaider United Group.

Design Innovation e Concept Innovation per il primo Flagship Store di Finanza & Futuro Banca inaugurato a Roma

Il 26 Novembre 2010 è stato inaugurato a Roma il primo Flagship Store di Finanza & Futuro Banca, progettato dallo studio di Italian Retail Design Crea International, specializzato nella progettazione di retail banking design concept caratterizzati da un alto coefficiente di innovative design.

Gli uffici dei promotori finanziari sono stati realizzati secondo un retail design concept fortemente orientato alla consulenza finanziaria: "Un viaggio finanziario in prima classe", questo innovative design concept sviluppato secondo l'esclusiva metodologia progettuale di Physical Brand Design.

Il concept store prende vita dall'ossimoro progettuale di "Esclusività e Accessibilità", introducendo così un nuovo standard altamente competitivo all'interno del private banking: uffici considerati come punti di riferimento di "Alta Consulenza Finanziaria", indirizzati ad un ampio range di clientela affluent.

Un servizio di "Alta Consulenza Finanziaria" erogato all'interno di un design concept che richiama un terminal di viaggio esclusivo, reso unico da un coefficiente stilistico di rotondità che ambisce a comunicare una forte desiderio di vicinanza nei confronti del cliente.

Altro elemento chiave del retail design concept è linguaggio cromatico all'interno, che è caratterizzato da una morbida scala cromatica che si sviluppa attorno al gradevole contrasto tra il blu e il bianco.

Nell’insieme esso conferisce consapevolmente un immaginario fresco al concept, che mantiene allo stesso tempo alta la percezione e l' identità di un luogo cardine, in cui vengono forniti "Servizi Top Class" per "Clienti Top Class".

L’apertura di questo nuovo importante presidio di rappresentanza si inserisce nel piano di espansione e restyling della rete di F&F Banca, che tra il 2009 e il 2011, prevede l' apertura di nuovi uffici secondo l'implementazione dell'innovative design concept di Crea International e la modernizzazione di altri 100 già esistenti.

All’inaugurazione del design concept di Roma, seguirà quella del Flagship store di Milano, prevista entro la prima metà del 2011.

Per ulteriori informazioni, mattia.stabile@creainternational.com

Espresso Italiano, Concept innovation o Cappuccino?

Crea International ha identificato per Lavazza un concept che esprime l’Italia in un modo nuovo ma assolutamente veritiero.
I tradizionali stereotipi sono stati messi da parte al fine di portare in superficie un più moderno e sincero modo di essere Italiani.

Il concept innovativo "Espression by Lavazza" progettatto dallo studio di Italian retail design Crea International, conta ora 16 aperture worldwide tra Europa, Far East e Stati Uniti: Torino, Palermo, Barcellona, Bucharest, Belfast, Mannheim, Heidelberg, Essen, Amburgo, Francoforte, ben cinque location a Chicago e l' ultimissimo design concept di 400 mq su tre piani nel quartiere di Sinsa a Seoul.

Espression, nome suggerito dal claim “Espress Yourself”, il richiamo alla creatività e alla necessità di personalizzare il proprio stile ponendo al centro dell’attenzione la singola persona, valori che sono ormai alla base di ogni iniziativa dell’Azienda Lavazza, che vuole perseguire con grande libertà interpretativa, nel testimoniare il “Made in Italy” come esigenza di stile e di servizio, e precorrere le nuove tendenze culturali che portano con assoluta continuità dal prodotto al luogo in cui si consuma il prodotto.

Il leit motiv di questa rivoluzione è “eclettismo”.
Una parola che emozionerà il consumatore mentre potrà gustarsi con tutti i sensi il piacere di bere un caffè in un ambiente innovativo, emozionale e differente. Tutti gli elementi appartenenti al rinnovato Spirito Italiano vengono tradotti nel Brand Design.
Il modo migliore per tradurre l’eclettismo della cultura italiana è creare uno spazio flessibile capace di accostarsi ai differenti gusti e stati d’animo.
Il Valore intrinseco dell’eclettismo diviene la chiave di volta estetica che guida il design.

Un design eclettico che esprime dinamismo e vitalità dando ottime possibilità per quanto riguarda flessibilità e adattamento di roll out.
Tutto ciò in un luogo che non vuole identificarsi come “temporary experience” ma bensì un ambiente dove si desidera tornare.
Un fondersi di contraddizioni con un carattere di qualità superiore e convivialità.
Crea International ha trasformato l’eclettico carattere del brand Lavazza e dell’essere Italiani nei materiali e nelle esperienze che sono immediatamente visibili.
Chiari ed eleganti pavimenti di porcellana gres con un effetto di pietra naturale, interrotti da passatoie che delimitano le diverse aree e servizi offerti. Pareti in stile Pontiano anni ’50 con elementi caratterizzati da “scarabocchi” ripresi poi nei tavoli personalizzati, nelle sedie sapientemente mescolate nei loro stili.
Il bancone presenta elementi che enfatizzano il caldo e coinvolgente colore del miglior caffé ed è delimitato da colonne realizzate con una tecnica di pietre bagnate nella resina, un sistema luci studiato specificatamente per il progetto Lavazza, colori e materiali attentamente combinati per esprimere nel miglior modo possibile, l’eclettismo.

Con “Espression” Lavazza offre al proprio consumatore un mondo evocativo, la suggestione garbata e reinterpretata di uno stile di vita italiano, dove ogni cosa è innanzitutto piacere di ricevere e di offrire una prodotto curato, dal contenuto al contenitore, a cominciare dal caffé, per passare al cibo, fino ai prodotti d’asporto venduti nel locale, per proseguire negli arredi e concludere con le immagini del celebre calendario Lavazza che saranno esposte come una mostra permanente di fotografia d’autore.

Per maggiori informazioni:
www.creainternational.com
www.espression.com

Crea International progetto i nuovi negozi di Tim

Alberto Pasquini, Presidente di Crea International, commenta il lavoro svolto per l’ultimo retail telecom store di Tim : “Abbiamo disegnato per Tim un Design Concept che basa la sua filosofia progettuale sulla semplicità e sulla chiara visibilità ed interpretazione dello spazio. Come siamo abituati con la nostra metodologia progettuale “Physical Brand Design”, abbiamo trasferito la storia di Tim in modo semplice per tutti, puntando sui suoi valori e la sua anima di leader del mercato. Fronzoli estetici, multi sensorialità, interattività sono state volutamente abbandonate per la democraticità di uno spazio caldo, avvolgente, sensitivo ed altamente comprensibile al primo sguardo ed alla sua usabilità. I colori del brand ed i materiali usati puntano ad avvolgere ed abbracciare le persone trasferendone un’ esperienza facile, semplice, con la lingua universale del design. Le linee degli arredi e delle pareti profuse in tutto lo spazio interpretano le onde del logo, simbolo di evoluzione tecnologica e cultura del paese che ha accompagnato da sempre il costume italiano ed il mutare dei gusti e delle mode. Il colore azzurro simbolo di italianità ed i materiali naturali come il legno, vibrano nello spazio trasferendo il senso di calore e cordialità del nostro paese, la vicinanza alle persone, la semplicità e l’identità di un popolo altamente creativo e generoso, capace di accogliere nei suoi spazi persone di tutte le nazionalità e di tutte le età, di sacrificarsi, di inventare sempre nuove soluzioni e di farsi ammirare e vedere sempre…anche di notte!”

Viviana Rigolli, strategy director del progetto afferma: “Per tutti noi, Tim rappresenta l’anello di congiunzione tra la storia della telefonia in Italia e il suo futuro…Il concetto che ha ispirato lo sviluppo del nuovo store è il tema Warm Technology. Warm technology perché la tecnologia deve rimanere al servizio delle persone e diventare parte integrante delle nostre vite in modo naturale, facilitarle e non renderle ancora più complesse. Il concept store Tim cambia radicalmente l’approccio alla vendita: il focus del negozio si sposta dalla consulenza dell’hardware alla presentazione dei servizi offerti dal brand in modo tale da consentire al consumatore di orientare la sua scelta verso l’offerta meglio in grado di soddisfare i suoi bisogni di “connettività / connessione”.

Libero Rutilo, design director, valorizza con le seguenti parole l’idea del design concept per Tim: “Un negozio di legno, un materiale che appartiene alla memoria ancestrale dell’uomo che è per sua contraddizione un’innovazione. Il mantello che lo avvolge, è come un vestito di sartoria cucito su misura: il progetto è stato affrontato con una particolare attenzione agli aspetti pratici e funzionali del retail. In questo modo abbiamo garantito che i mobili avessero il giusto storage, che fossero rispettati gli spazi di passaggio, che gli arredi fossero disposti in modo comodo, estetico e funzionale, che la comunicazione e le offerte fossero visibili, che ci fosse una buona illuminazione; sotto un enorme tronco di sequoia intagliato, la luce dei faretti richiama piccole stelle luminose in un’atmosfera nuova, unica e semplice”.

Il Project Team della Retail Design Company Crea International è composto da:

Project Director: Alberto Pasquini
Design director: Libero Rutilo
Designer: Andrea Borsetto, Elena Prontera
Strategy director: Viviana Rigolli
Lead graphic designer: Sonia Micheli
Graphic designer: Ester Gregori, Giuseppe Liuzzo

Press contact : Mattia Stabile

Per maggiori informazioni vai su Crea International - Italian Retail Design

Nasce a Milano il primo Flagship Store di Wind

Nasce a Milano il primo Flagship Store Wind, il nuovo mondo dell'EMPATOSFERA.

Zone arancio, blu, bianche e grigie, come aree distinte di un nuovo pianeta o meglio di una BIOSFERA, intesa come habitat capace di generare una nuova vita della telecomunicazione. E' questa la metafora a cui si sono ispirati i progettisti dello studio di design Crea International, che con la loro metodologia professionale di Physical Brand Design hanno trasferito i valori del brand Wind all' interno dello spazio, creando situazioni ambientali per la nascita e lo sviluppo di una nuova comunità di persone, i cui pensieri e stati d' animo riescono ad incontrarsi ed essere condivisi.

Il design concept del nuovo Open Store Wind di Milano mette in risalto un nuovo modo di intendere ed interpretare la tecnologia, per privilegiare il rapporto tra gli esseri umani in questa "ERA" dominata dalla globalizzazione. Un binomio indissolubile Biosfera ed Empatia, protagoniste assolute come scrive Jeremy Rifkin nel suo ultimo best seller, di un nuovo modo di intendere e vedere il mondo.

In linea con un linguaggio progettuale che parli direttamente alla comunità empatosferica, la design director del progetto, l' architetto Viola Ladjeri commenta il design concept: "Da un lato riconosciamo un linguaggio che si ispira al mondo organico, dall' altro un insieme di espressioni legate in modo più diretto alla tech generation, armonicamente concepiti come unico esercizio creativo. Le espressioni che si ispirano alla biosfera intesa come mondo organico, vengono dalle forme fluide e nei volumi avvolgenti, che si fanno habitat capace di sorprendere attraverso forme, profumi e suoni che coinvolgono l' intera sfera sensoriale.

Alberto Pasquini, presidente di Crea International, commenta di seguito la visione progettuale del Flagship Store Wind: "Oggigiorno le telecomunicazioni e la tecnologia accorciano le distanze e facilitano la vita degli esseri umani, ma in cambio si prendono lentamente pezzi di coscienza e di pensiero, che con il tempo vogliono tutto per se! Dobbiamo però abbattere le barriere che si erigono tra chi possiede e le governa e chi non le domina, con l' intelligenza e l' umanità che gli Umani possiedono. Per questo è stato importante che lo spazio fisico dell' Open Store Wind divenisse LUOGO in cui attivare tutte quelle relazioni fisiche che nutrono il nostro essere, quali: l' amore per gli altri, il piacere di stare assieme e di condividere, la rassicurazione di un sorriso, una stretta di mano, gli sguardi che si incrociano e dialogano fra loro. Piccoli gesti quotidiani che non dobbiamo dimenticare e che nutrono il nostro spirito!"

Tecnologie, devices, colori, servizi, profumi e sonorità: il nuovo Flagship Store di Wind è dunque concepito come spazio senza gerarchie, aperto e fluido.
Un luogo da VIVERE e SENTIRE, e quindi concepito come un nuovo environment perfetto della nuova comunità empatica.

Wind | The Empathicspherical Flagship Store