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Le Babe (it’s a brand of the Italian company Ferca’81) has just opened their first flagship store in one of the most beautiful streets in the old town district of Udine city. This important challenge has been involving – in the main role of art director and designer – the Italian company Visual Display* that has conceived and created the concept store for Le Babe, the ballet-shoes and the decolletè-shoes made in Italy and sold in Europe and all over the world.
*Visual Display is a creative company that’s specialized in the fields of commercial creativity: retail branding, store & exhibit design, visual merchandising and visual communication.

The store design is entirely dedicated to the women, and has been conceived by a team of women. The mood of the concept store is strongly recognizable and persuasive. It’s the result of the mix of elements with a minimal design – for example the display podiums, bases and shelves, all painted in medium grey and square shaped – with stylish details that made the concept exclusive and unique: the yellow on some podiums to create an optical contrast and a focus effect on the products (it’s dedicated, for example, to the product launches or windows presentations), the large and strongly-glamour decoration of the wallpaper (the wallpaper is: “Girls on film” by Wall & Decò) that represents the real “wow element” of the concept, and last but not least the amazing lamps by PLUMEN.

At the base of the project there was a targeted survey on the elements that would guarantee the international replication of the format. This study has highlighted the elements of uniqueness and recognizability that, now more than ever, are the essential values for a brand like Le Babe that aims to expand the commercial project with new openings in Italy and in the world.

Visual Display has been an effective advisor, thanks to his own experience gained over the years on international projects: from “illy Gallery” in Milan and New York, the international project of Store Branding for De’Longhi, and the latest concept of Global Visual Merchandising created for Scholl (footwear brand of the multinational Reckitt Benckiser) for the shoe trade channel.

“Our design approach – explains Giorgio Di Bernardo, CEO of Visual Display – is focused on creating a real full immersion between the brand and the people that meets on the marketplace; in order that this experience becomes a “positive consumer experience”. Thanks to our own experience with important brands of fashion industry – such as Geox, Sholl and Diadora – also the project for “Le Babe” has been developed with a multi-channel commercial vision: both for flagship store than for multi-brands shoe stores (traditional retail channel and/or big chains) with a declination of visual merchandising tools designed on measure.”

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