The store: Permettersi i Marchi is a double meaning name. In Italian the word “permettersi” whether attacked written means afford, but if separate written, as “per mettersi”, means wearing. The name play the fashion store’s mission: to propose important brands accessible to everyone.

Inspiration: the glamour fashion shows and the Pantone Color of the Year 2015: Marsala.

The concept: the project’s heart is the theatricality of the fashion proposal that combines clothes, footwear and accessorizes for man and woman. A theatre where the product goes on stage on the attractive central runway, with a combination of folded up, hung and worn purchases, suggests the creation of a unique wardrobe.

The new project transformed the purchase areas in a big showcase, able to project itself on the outside and to emphasize the expository dynamism. This epitomizes the glamour identity, original and at the same time contemporary. Multiple exhibition variations enliven space, eventful by closer and more confortable corners where goods are shown with simplicity like in a groove. Marsala colour, chose for its enchanting shades, warms the ambience. Declared nuance of the year by Pantone, leader inside colour world, Marsala is a perfect tone both for fashion and design. Is a polished and elegant colour, very exciting, perfect feature for a space that renews itself over and over again.

Designer: expetation’s growth by the side of the consumer, always more aware and with more possible choice’s possibility, underlined the importance to invest on the improvement and to evolve in new shape with a new commercial language. AMlab develops and realises purchase areas able to capture the consumer and to reinforce its customers’ results and competitiveness.

Design: AMlab
Photography: Daniele Molineris