To connect with the contemporary customer of today, brands are reimagining what the next retail experience is and should be. For B&B Italia, which revealed its latest flagship in the Miami Design District, that is part physical, part digital—it’s “phygital.”
As soon as you walk in the door, you are immediately immersed in the 9,700-square-foot space complete with a mega LCD video screen wall showing inspirational content. Known as the Theater, the space is central to the showroom, and will anchor future talks, product presentations, and additional programming. Nearby, a second screen is displayed on the “break-out table,” where guests can dive deeper into their interests by exploring targeted content and product configuration.
Interspersed around the one-level showroom are styles by internationally renowned designers like Antonio Citterio, Piero Lissoni, Naoto Fukasawa, Mario Bellini, Patricia Urquiola, and Gaetano Pesce—as well as virtual options. Elsewhere, digital touchpoints guide users through products not just available in store. In the Tailor’s Room, you can explore both physical and virtual options of textiles and materials, developed in partnership with Design Group Italia.
“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,” said Gilberto Negrini, CEO of B&B Italia. “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.”