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On Tuesday 4 November SPD and Caleffi started a new, stimulating collaboration aimed at involving the students of the Master’s in Interior Design into a new design challenge. The well-known Italian manufacturer of premium textile products founded in 1962 asked the students to devise a new retail concept focussing their attention on the three-story flagship located in a premium Milanese shopping destination. In the heart of the office district the Caleffi store opens its doors to the frantic comings and goings in via Turati and captivates the visitor with a vast selection of textile items for the household, quilts, duvets, duvet covers, sheet sets, and other linens.
The goals for the students is to create a distinctive “look and feel” for the brand and a clearer layout to guide the customer through a journey into the different environments and collections of the brand. A clever use of the site architecture together with innovative display solutions allowing a dynamic/seasonal assortment through the space.
The new concept is intended to strengthen the presence of Caleffi in the luxury segment and to reaffirm its position at the forefront of Italian excellence, a blend of design innovation and sartorial tradition.
The brief was launched by Federico Ammannati Global Sales Manager Caleffi and by Anna Zinola, marketing consultant and professor of Psychology of Marketing at the University of Pavia. The course is supervised by Guendalina Di Lorenzo, senior professor of Interior Design at SPD and partner of firm active in interior architecture firm with offices in London and Milan.
This project represents the first step of the collaboration between SPD and Caleffi that in early 2015 will involve also the product range of the Italian manufacturer. The final results will be presented to the company by the end of March.