:Pinalli Milano - C.so Buenos Aires
Pinalli’s first flagship in Milan translates the brand’s renewed identity into a colourful, interactive beauty destination. The iridescent Gallery Beauty Hub, category-led colour palette and playful installations turn the store into an experience of discovery.
Client
Pinalli
Location
Milan, Italy
Year
2023
Pinalli’s first flagship occupies more than 250 square metres in a historic twentieth-century building on Corso Buenos Aires in Milan. Conceived as a spatial expression of the brand’s renewed identity, the store brings a fresher, more spontaneous character to its established values of expertise and innovation.
Colour and light organise the customer journey. Green identifies sustainable products, yellow marks fragrances, pink defines make-up and turquoise signals skincare. These colours connect product categories with the overall atmosphere, helping visitors navigate the store while encountering the brand through different experiences.
At the heart of the project, the Gallery Beauty Hub forms a sequence of illuminated arches clad in iridescent surfaces. It creates a dedicated showcase for emerging beauty brands and a distinctive spatial focus within the shop.
Interactive installations add moments of discovery and play. Coloured shadows animate the selfie area, programmable LED walls create a changing promotional backdrop, and Plinko Pinalli introduces a game into the retail experience.
The Milan flagship brings these elements together as a complete brand environment. Its combination of product presentation, spatial storytelling and interaction establishes the starting point for the wider Pinalli Retail System.
Query
Create a flagship that expresses Pinalli’s renewed identity through a distinctive physical experience. Combine clear product navigation with spaces for discovery, emerging brands and customer interaction.
Solution
Colour-coded departments structure the shopping journey, with the iridescent arches of the Gallery Beauty Hub as its spatial focus. A coloured-shadow selfie area, programmable LED walls and Plinko Pinalli introduce interactive encounters, bringing product display and brand storytelling into one coherent environment.
