Phygital : Sergio Rossi unveils new pop-up store in Milan

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The Italian luxury brand has just inaugurated a new self-service pop-up store on the famous Via Montenapoleone in Milan. At a time when most companies are reducing their presence in the retail market, Sergio Rossi is making a daring gamble with the opening of a new kind of pop-up store during this unprecedented period of crisis.

 

The walls of the store are entirely made up of shoe boxes serving as both displays and shelves. The other eye-catching feature is a 3.5-metre tube connecting the store to the warehouse above, allowing shoes to be delivered directly to customers.

 

Due to the covid19 epidemic and to ensure the safety of visitors, access to the pop-up will be by appointment only. Slots can be reserved by phone, email, or Whatsapp.

 

Sergio Rossi has published his contacts on his Instagram profile and announced that the slots for the first 5 days have already been reserved. 

 

 The store is the first of the brand to be fully integrated digitally, as an extension of digital retail.

 

 

The appointment system is not the only security measure in place. A state-of-the-art infrared sensor in the ceiling takes the body temperature of customers as they enter the store, and projects the results onto the floor using a laser.

 

This technology, created by a digital start-up company, appealed to Ricardo Sciutto, Sergio Rossi’s CEO, to make the temperature control process as minimally intrusive as possible. 

 

Someone standing at the door with an infrared temperature sensor gun could be intimidating to customers,” he says. 

 

Sciutto is also working on updating the system, where the camera will be able to project lines of light on the floor to signal the distance rule between customers.

 

In the current climate, the brand is aware of the reluctance of customers to visit a physical store. 

 

Facing the post-Covid-19 era means acting with cutting-edge ideas and being intelligent, proposing a new strategy and storytelling to create the right atmosphere and psychological context for shopping“.

 

The brand is also working on new ways to present its spring 2021 collection in September. Although the emphasis is on the importance of human contact and physical presentation, the brand is aware that not everyone can or wants to go to Milan.

 

With this in mind, the manager therefore plans to combine an intimate presentation with a virtual showroom and Zoom video-conferencing. 

 

Augmented reality technology is also being studied, allowing the brand to show its products before they are manufactured. This would allow the label to solicit the opinion of buyers and the press without having to resort to traditional samples.

 

It’s time to do things that have never been done before.”

 

 

Read also > ITALY TO REOPEN SHOPS AND STORES AS LOCKDOWN EASES FURTHER

 

Featured photo : © Sergio Rossi[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]

The Italian luxury brand has just inaugurated a new self-service pop-up store on the famous Via Montenapoleone in Milan. At a time when most companies are reducing their presence in the retail market, Sergio Rossi is making a daring gamble with the opening of a new kind of pop-up store during this unprecedented period of crisis.

 

The walls of the store are entirely made up of shoe boxes serving as both displays and shelves. The other eye-catching feature is a 3.5-metre tube connecting the store to the warehouse above, allowing shoes to be delivered directly to customers.

 

Due to the covid19 epidemic and to ensure the safety of visitors, access to the pop-up will be by appointment only. Slots can be reserved by phone, email, or Whatsapp.[/vc_column_text][vc_cta h2=”This article is for subscribers only.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Subscribe now!” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE!” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fabonnements-et-newsletter-2%2F|||”]Unlimited access to all the articles and live a new reading experience, preview contents, exclusive newsletters…

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[/vc_cta][vc_column_text]Featured photo : © Sergio Rossi[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”people-in-the-roles” njt-role-user-roles=”customer”][vc_column][vc_column_text]

The Italian luxury brand has just inaugurated a new self-service pop-up store on the famous Via Montenapoleone in Milan. At a time when most companies are reducing their presence in the retail market, Sergio Rossi is making a daring gamble with the opening of a new kind of pop-up store during this unprecedented period of crisis.

 

The walls of the store are entirely made up of shoe boxes serving as both displays and shelves. The other eye-catching feature is a 3.5-metre tube connecting the store to the warehouse above, allowing shoes to be delivered directly to customers.

 

Due to the covid19 epidemic and to ensure the safety of visitors, access to the pop-up will be by appointment only. Slots can be reserved by phone, email, or Whatsapp.[/vc_column_text][vc_cta h2=”This article is for subscribers only.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Subscribe now!” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE!” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fabonnements-et-newsletter-2%2F|||”]Unlimited access to all the articles and live a new reading experience, preview contents, exclusive newsletters…

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[/vc_cta][vc_column_text]Featured photo : © Sergio Rossi[/vc_column_text][/vc_column][/vc_row]

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Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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