B&B Italia opens its new Flagship Store in Miami, a high-end furniture building placed in the heart of Miami Design District. The prestigious space of about 900 sqm (9700 sq. ft.) introduces a new approach to change the customer’s experience based on phygital (physical + digital) touch points.
The perimeter windows, which make the space look like a glass box, allow great visibility of the product and the internal setting. The one-level showroom features a wide selection of vignettes from the B&B Italia, Maxalto and Outdoor Collections. The showroom displays a range of impeccable pieces created by internationally renowned designers including Antonio Citterio, Piero Lissoni, Naoto Fukasawa, Mario Bellini, Patricia Urquiola, Gaetano Pesce and many others, with a variety of product offerings and style variations.
This showroom is also characterized by great flexibility and mobility, allowing for quick changes to the layout: this is a space that customers enter to transform inspiration found into a reality. The B&B Italia store in Miami also centers on technology; this allows clients to enjoy a phygital experience because of the different digital touch points displayed inside. The customer’s journey starts upon entry where a king-size videowall welcomes the visitors offering inspirational content. Located in the heart of the “Theatre”, the central area of the showroom, an LCD mega-screen will also serve as digital support for talks, product presentations and additional programming. The second screen is on the “break-out table”, where consumers, assisted by vendors, can dive deeper into the topics of interest by using targeted content, product configuration etc. Lastly, the product finalization takes place in the “Tailor’s room”, an immersive corner that allows a highly personalized experience for the project, made of a combined physical (a wide selection of textile and materials samples), in addition to a virtual experience. The design project of the customer journey has been developed in partnership with Design Group Italia.
The showroom’s layout presents multiple areas of different styles that range from the minimalist to the decorative, but always with the accent on contemporary living. The stylistic choices and the interior project, as well as the architectural details and materials give rise to a setting full of personality, with a strong, international image. Anthracite walls are oversized and back-lit featuring images or texture, creating impactful backdrops. A large vertical greenhouse contributes to creating a unique atmosphere.
Gilberto Negrini, CEO of B&B Italia, declares: “Despite the enormous and unexpected difficulties that this 2020 has faced, we have pursued our desire to inaugurate this new Miami store, which represents for us a point of difference in a key city for the world of design. The critical issues must not stop us but rather must be an incentive to create new projects, to dramatically innovate and be even more dynamic on the market. We will share our brand heritage with the intention to inspire and engage the local design community.”
