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/12 AGAPE 12 RETAIL EXPANSION ESPANSIONE RETAIL AGAPE 12 Retail Futures Challenge, Paris World Retail Congress/Congresso Mondiale del Retail October 2013
tutor: Francesca Murialdo team of Politecnico di Milano -
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/12 AGAPE 12 RETAIL EXPANSION ESPANSIONE RETAIL AGAPE 12 Retail Futures Challenge, Paris
World Retail Congress /Congresso Mondiale del Retail October 2013
agape 12 Idea innovativa che integra il negozio di arredamento e complementi con gli spazi dedicati alla progettazione. Marchi importanti e realtà emergenti, selezionati da Agape. Un luogo vivo che si anima di eventi dedicati alle idee, al piacere, al benessere. Numerose le aziende coinvolte, 850m2 gli spazi espositivi; una dimensione nuova che concentra in una sola location marchi importanti con realtà emergenti, italiane e internazionali, industriali e artigiane, dalle finiture d’interni agli oggetti semplici per la vita di ogni giorno. . -
An innovative idea which combines the accessories and furniture store with the spaces dedicated to the design. Important brands and emerging realities, selected by Agape. Events dedicated to ideas, pleasure and wellbeing to liven up the location. A large selection of companies involved, 850m2 of display space. A new dimension, where established and emerging brand names are concentrated in a single location: Italian and international, industrial and handcrafted, with everything from finishing touches for the interior to simple, everyday items. -
retail
world retail congress WRC è un congresso annuale internazionale riguardante l’industria del retail. Ogni anno WRC seleziona 4 studenti da 5 prestigiose istituzioni universitarie (Fashion Institute of Technology, NY; Scuola del Design, Politecnico di Milano; Hong Hong Polytechnic University; Fashion Retail Academy, London; Keio University, Tokyo) per partecipare al Retail Futures Challange. Nel 2013 il mio retail concept basato su Agape 12 è stato scelto come rapppresentante italiano; la professoressa Francesca Murialdo e LaboMint mi hanno aiutato a sviluppare e portare a Parigi il progetto. -
WRC is an annual conference held in London or Paris for business people in the retail industry. WRC each year selects 5 of the most prestigious universities in the world (Fashion Institute of Technology, New York; Scuola del Design, Politecnico di Milano; Hong Kong Polytechnic University; Fashion Retail Academy, London; Keio University, Tokyo) to participate at the Retail Futures Challenge. In 2013 my retail concept, based on Agape 12 was selected as Italian representative; the project was developed with the partecipation of professor Francesca Murialdo and LaboMint. -
concept store/the Space re alberto
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/850 m2
APT / The Apartm
functioning usable spa product pla
SHOP / Display
welcome events business partner pro
LAB / Workshop Material Selectio
agent stati professioni
project description Il progetto si basa sull’idea di esportare il concetto di Made in Italy. Made in Italy nella nostra visione non è solo Design: si tratta anche di Arti e Mestieri, ricerca, capacità di adattamento del lavoro sui temi di rilevanza locale e valorizzazione del patrimonio culturale. Questi valori hanno portato la nostra strategia retail ad essere molto flessibile per adattarsi al territorio di internazionalizzazione. In particolare per l’espansione francese il progetto si sviluppa sulla creazione di una rete locale comprendente artigiani, fornitori e partner, nonché l’applicazione di tecniche e materiali tradizionali. -
The project is based on the idea of exporting Made in Italy. Made in Italy in our vision is not only about Design: it is also about Arts and Crafts, research, capacity to adapt working on local relevance and enhancing cultural heritage. These values have led our retail strategy to be very flexible in order to change according to the territory of internationalisation. In particular for the French expansion the project deals with the creation of a local network comprehending artisans, suppliers and partnerships and the application of traditional techniques and materials. -
retail
This page: Italian Agape Apartment mood’s collage. Opposite page: Agape 12 concept store space layout. -
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product differentiation/ core brand+ local suppliers product differentiation /core brand + local suppliers
01.Product differentation /core brand + local suppliers
STORE
Brand: Agape
Brand: Agape The Brand expands its bounderies and search for new partnership
The Brand expands its boundaries and search for new partnerships. -
Local suppliers
Local suppliers Collaboration with territorial - companies
Agape Retail
AgapeThe Retial newConcept concept store Agape sells its own brand products and the partners products
Collaboration with territorial companies. -
New concept store Agape 12 sells its own Brand products and the partners products. -
retail
bespoke services
2.Bespoke services /local relevance + local supply chain
/local relevance + local supply bespoke serveces/ localchain relevance + local supply chain Companies /Agape abroad production. companies Agape abroad production
Materials materiali /introduction introduction of of typical local catalogs materials typical materials catalogs. land
Artisans artisans /production production and and product product customization through customization professionists and local technics through professional and local technics.
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multitasking multitasking place/place site specific culture /site specific culture
03.Multitasking place /site specific culture
multitasking multitasking place/place site specific multitasking place multitasking place/ siteculture specific culture /site specific culture /site specific culture
gape 12 Apartment
The Agape 12 Apartment tioning space inside the om that host events and activities
Agape Apartments
The Agape World Apartment The “apartment model” evolves, opens to influences and local tradition
The Apartment as lifestyle display
The Apartment as lifestyle display Not only an exhibit space but also a window to appraise the Agape image
A functioning space inside the The “apartment model” evolves Not only an exhibit space but also a window to appraise showroom that hosts events and and opens to influences and local Agape image. pe 12 Apartment lifestyle display Agape Apartments The Agape 12 Apartment Agape The Apartment as lifestyle dis activities. tradition.Apartments Different atmospheres. - The Apartment as The “apartment model” evolves, ng space inside the The “apartment model” evolves, A functioning space inside the Not only an exhibit space but also a Not only an exhibit space but also local that host events and that host events andopens to influences and opens to influences and local showroom window to appraise the Agape window to image appraise the Agape ima tradition activities tradition activities
retail
04.Omnichannel communication /agape is your home campaign
omnichannel communication/ omnichannel communication agape is your home campaign /agape is your home campaign
Omnichannel comunication Omnichannel comunication Mobile divices will connect the instore and online experiences
Mobile devices will connect the in-store (offline) and the online experience. -
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the apartment the apartment -
the apartment the shop display and sale -
display and sale
workshop and the laband workshop material selection -
material selection
companies
mater
materials
store
companies
materials
materials
store
artisans
companies
companies
design
store Suggestione Espansione Agape 12 /Suggestion Agape 12 Expansion
artisans
artisans
PILOT store
artisans
m companies
retail
companies materials
store
materials
design
artisans
PILOT store
artisans materials
artisans
store companies
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agape translation
Agape 13 /Agape French concept store
PARIS /rue du temple 13 shop
Agape 13 space layout. -
+
Agape 13 function map. -
Apartment mood’s collage. -
[apt/lab]
retail
Enrichment / Innovation / Trading / Apartment / Showroom / Local Market / Maximazing Differences / Events / Stage / Lab / Local Relevance / Material Selection / Diversity of Activities / Retail / Showroom / Prototyping Gallery / Marketing / Services
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agape translation
Agape World /worldwide translation
MILAN NYC
shop+apt+lab
apt
shop+apt+lab
LONDON
shop lab
[shop/lab]+apt
HONG KONG [shop/lab]+apt
TOKYO
[apt/lab]+shop
PARIS
[apt/lab]+shop
lab/apt shop
retail
Competitors /benchmark analysis
competitors
Agape 13 13, Rue du Temple (Le Marais)
Boffi
234, Boulevard Saint Germain ain
Merci
111, Boulevard Beaumarchais
Antonio Lupi 218, Boulevard Saint Germain
Duravit
146, Avenue Ledru Rollin
Le Bon Marchè
24, Rue de Sèvres
Conran Shop
117, Rue du Bac