Chicco - Retail Design



sector: children’s clothing
market: Italy
business unit: Espoworkr Retail & Exhibit Factory


The new Chicco store in the very centre of Milan is more than just a flagship store: it has been the opportunity for the brand to inaugurate the new signs of the entire brand repositioning.

Chicco Stories’ store in Corso Dante on the corner of Via Meravigli is a 350 square meters on two floors store, where the new positioning of the brand Chicco goes live thanks to decor choices which derive from a precise semantic code.

The shop is devoted to new parents, the millennials together with their extended families which include grandparents, friends and all those with whom they share the joy of growing up their children.

It is a culturally international target audience who required the creation of a new brand language: a daily tone of voice able to tell even the imperfect stories, which are just for this reason truer and closer, in other words, they are Chicco’s Stories.

Retail Design

  • Research And Analysis On Brand, Target And Context

  • Consumer Experience Draft

  • Product sector re-categorization

  • Naming

  • Logotype

  • Visual Identity System

  • Retail Layout Input