The second shop, which
I think deserves a post of its own, is Excelsior Milano.
This department store was beautiful.
They had clearly thrown out the conventional rules on what a luxury department
store should be like and had created a shopable work of art.
The visual
merchandising was colour coded with unexpected items mixed in with the
clothing. Creating an exciting and unexpected experience.
I think this is the
way forward for shops, creating an experience not just selling products.
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