The inspiring principles of the project consist in transforming the prospective clients’ approach towards their tire-dealers and directly involving them in the choice/purchase process. We tried to add new tools which can provide new experiences. Feeling through feelings. Perceiving through the 5 senses. Visual Merchandising. Communication. Products. Environment. Finding a new way of communication, more effective than the simple gadgets which invade the tyres sector, but leaving, however, its technical characteristics and charm unchanged.

Certainly one of the most innovative Italian and international designers, creative, eclectic, multi-faceted, passionate about the Retail and Fashion world, with a holistic approach to the project and an Innovative, Futuristic, Anthropocentric vision, oriented to the involvement of emotions. Over 22 national and international retail design awards won in recent years. First Italian to win the ”Global POPAI Award“ in Las Vegas and for 2 times the ”International Store Design Awards“ Recently awarded in New York. His life is a continuous pollination by different contexts and experiences that sprout, flourish, fructify, explode to life. Before and after his studies he has cultivated many passions, from fashion to design, to car competitions, from music to motor sciences, from psychology to the psycho-physical preparation of astronauts. Stimuli with which he increasingly enriches his creative flair, combining it with the practicality and functionality typical of the Retail world. "Retail design is the expression of a long process, which starts from the analysis of consumers from market-related innovations and products in a specific historical context, from the analysis of competition to the concept and message that the brand wants to convey. Design harmonises and transforms all these elements and expresses their soul and value in their essence to create a strong emotional bond between the environment, product, customer and the brand " Fueled by a strong desire to go beyond ordinary boundaries, he brings into his projects a vision oriented to emotional involvement, to the well-being of people, anthropocentric and innovative. He is one of the authors of the book Retail Design and Marketing (FrancoAngeli publisher) and among the teachers of Poli.Design in Milan. Many publications on national and international magazines including VSMD, Retail Environments, Shop Style. Among the books: Retail Space "Small Stores" and Store Of The Year No. 21 (RSD USA). Some of his Innovative projects: Spazio Lenovo, Huawei Experience Store, Honor store, Pirelli Tire "The Tire of the Future", Dr. Fleming "The Pharmacy of the Future", New Balance Store, Pepsi Concept