Armando Bruno is an Italian architect and designer, and CEO of Studio Marco Piva, an international design studio known for its dynamic approach to architecture, interior design, and product design. He leads projects that seamlessly merge innovation, craftsmanship, and Italian elegance, spanning luxury residences, hotels, retail spaces, and furniture collections. His work focuses on creating sophisticated, functional, and emotionally engaging environments, with a strong emphasis on detail and timeless beauty.
Approach to Retail Design
What is the main goal when designing a retail space, and how can the Master MID prepare students for this?
The main goal when designing a retail space is to create an immersive environment that allows the product to be experienced within its final context, while also expressing the brand’s philosophy and identity. The space must act as a dynamic interface between the company and the customer highlighting products and services, but also offering experiences, learning opportunities, and social interactions. The Master MID prepares students for this by providing tools for brand analysis, understanding client needs, and developing tailor-made projects that successfully combine aesthetics, functionality, and storytelling.
How do you think retail design affects the customer experience, and how do you help students manage these aspects?
Retail design has a profound impact on the customer experience, transforming the space into a place for dialogue, interaction, and engagement. Carefully designed environments, dedicated events, and interactive activities make the visit unique and memorable. The Master MID helps students handle these aspects through design workshops, immersive experience simulations, and analysis of real case studies, sharpening their ability to design spaces that emotionally and sensorially engage customers.
Innovation and Technology
How do you integrate technology into retail design, and which skills are most crucial for Master MID students in this field?
Technology is integrated in a strategic and subtle way, enhancing the physical experience with digital elements that offer personalization, information, and interactivity. Concrete examples include the use of smart lighting systems, interactive installations, and digital solutions for event management. Crucial skills for students include knowledge of emerging technologies, the ability to design hybrid experiences, and a critical approach to technological innovation.
How is digitalization changing the retail landscape?
Digitalization is increasingly blurring the lines between physical and digital experiences, transforming stores into experiential hubs where digital tools enhance, rather than replace, physical spaces. Customers now expect seamless, omnichannel, and personalized shopping journeys. The Master MID prepares students for these shifts through courses on user experience, digital retail, and phygital space design.
Aesthetics and Functionality
How do you balance aesthetics and functionality in retail spaces, and how does the Master MID train students for this?
Balancing aesthetics and functionality is key: every detail should reflect the brand’s DNA while meeting operational and logistical needs. The Master MID trains students to master this balance through hands-on projects, analysis of materials, and construction techniques.
What challenges do you face when creating attractive and efficient spaces, and how can the Master MID help students overcome them?
The main challenge lies in creating visually attractive spaces that are also operationally efficient, without overlooking the back-of-house areas. The Master MID helps students overcome these challenges by teaching functional analysis, integrated design, and installation process management.
Sustainability in Retail
How do you apply sustainability in retail design?
Sustainability is applied through the use of eco-friendly, recyclable materials, energy optimization, and waste reduction. Particular focus is given to low-energy lighting, minimizing energy loss, and using modular systems that facilitate reuse and recycling of installations.
What sustainable solutions do you use in your projects, and how are students involved?
Solutions such as sustainable materials, low-impact installation systems, and efficient renovation processes are central to our projects. Students are engaged through workshops and hands-on projects that encourage resource responsibility and sustainable innovation.
Brand Identity and Retail
How do you convey a brand’s identity through retail design?
A brand’s identity is expressed through coherent visual storytelling, evocative design details, and environments that reflect the company’s values and history. Every project begins with a thorough brand analysis and results in tailored design solutions. The Master MID develops these skills through industry collaborations and visual storytelling activities.
How important is it to create an immersive experience in retail spaces, and how does the Master MID prepare students for this?
Creating an immersive experience is essential to engage customers and strengthen their connection with the brand. The Master MID prepares students for this through courses in set design, lighting design, and sensory design, along with simulations and field visits to innovative showrooms.
Future Trends in Retail
What trends do you see in retail design, and how do you prepare students to address these shifts?
Key trends include increased interactivity, multifunctional spaces, sustainability, and the integration of physical and digital elements. Retail spaces are evolving into centers for experience, learning, and interaction. The Master MID prepares students through up-to-date courses, multidisciplinary workshops, and direct connections with industry professionals.
How will the role of retail spaces change with the rise of e-commerce?
With the growth of e-commerce, retail spaces are becoming more focused on experiences and relationships, serving as places for discovery, connection, and customer loyalty, rather than just sales. The Master MID trains students to design spaces that integrate digital and physical channels and enhance the customer journey.
Skills for Retail Designers
What are the key skills needed to enter the field of retail design, and how does the Master MID develop these abilities?
Essential skills include active listening, analytical thinking, knowledge of materials and technologies, strong aesthetic sensitivity, sustainability awareness, and the ability to work in multidisciplinary teams. The Master MID fosters these skills through a blend of theory, hands-on practice, and professional collaborations.
What do you look for in a young retail designer?
We look for curiosity, adaptability, critical thinking, attention to detail, and a drive for innovation. The Master MID helps young designers nurture these qualities by offering practical experiences, mentorship, and opportunities for both personal and professional growth.