New visual concept in Italy

The rebranding in 2020 was is a fundamental step, in the strategy to define the new form of the Design for wellness experience. The brand is the most exposed ambassador of the company, and it could only be entrusted to the designer Fabio Novembre, who, since 2016 has been sharing and best interprets the meaning of Design for Wellness for ‘PerDormire’.

The rebranding project will affect the entire sales network in Italy, with a three-year plan of renovation of all the stores. And it starts from a new concept store, because the new logo must have a new home. The project of the first new ‘PerDormire’ store was entrusted to the studio Duccio Grassi Architects, a studio of great experience in the world of fashion retail; among its many clients, it has worked for Zara and was responsible for the Max Mara stores. A choice dictated by the company’s ability to think ‘out of the box’, even at a crucial moment when it was essential to be able to make the requests and expectations a reality.

A modular ‘home’, containing the iconic elements of Design for wellness

There were three concepts that the design of the new concept store had to satisfy: flexibility, simplicity, modularity, in other words, it had to be a harmoniously organised space in which the Wellness Designers could move effectively and with ease. A modular ‘home’, but one containing the iconic elements of Design for wellness. Which, indeed, have found their place in three island modules.

The first module was dedicated to the bed system: here the emotional dynamics for the choice of the bed structure are combined: with the more technical-functional ones of the mattress, the presence of furnishing accessories in this module amplifies the ‘bedroom’ setting.

Another module houses a key tool of the ‘PerDormire’ customisation: the feet, displayed here in a panel composition where each one corresponds to a container with all the variants available for that model. A third module is dedicated to the main element of customisation: fabrics, arranged as a painting in all colours and ranges. In the corresponding containers, as for the feet, there are the samples of all the variables. The two modules, which represent the potential for customisation offered by the brand, are placed near the work table, another differentiating and substantial element; replacing, in fact, the classic desk; this introduces a new sales ritual. Around the table, the customer and seller find themselves in a moment of conviviality, having already consumed a large part of the sales path. While the desk was a divisive element, the table will be a tool that facilitates approach, to conclude a negotiation in a more friendly atmosphere.

Lastly, the new layout also includes a bookcase module: it is the elegant space with which the “Mus haves” officially and explicitly enter the store, namely the containers, accessories and the vast choice of bed linens. “The concept store – concluded Luchi – is, in synthesis, a new place for the new logo”. The new concept will be used in Italy starting from the openings scheduled for 2021, 19 in all, of which 3 are repositions.