Excelsior Experience | Cibicworkshop

Cibicworkshop signed the Verona edition of Excelsior, the new top-quality Department Store concept by Gruppo Coin. Viale Mazzini, and more specifically the closest end to Via Cappello and Piazza delle Erbe, is one of the busiest and most pleasant places in Verona. In the good days, this building was a popular theatre. Today, its sumptuous architecture represents a collective memory strongly linked to the historical city centre, connecting Piazza Bra to Juliet’s Home. An extensive remodelling, including the sleek windows, turned the store into an attraction for both the people of Verona and international fancy visitors. … from outside, the store in-space and the food level underneath the suspended showcase catch the viewers’ eyes at the same time … Shoppers entering the department store, immediately discern the multitude of difference spaces: the entry hall with suspended walkways and showcases, the food level underneath them, the wine lounge offering a selection of top-quality gourmet food, the wide ground-floor hosting prestigious corners with top-brand accessories, all on the background of the interior window of the Gran Caffé Excelsior. Excelsior is a place of emotions where the products can be experienced and many visual incentives lead the visitors to explore the surrounding space. The sleek finesse of the packaging underlines the product identity: choreography items are used to appeal and amaze the visitors, focusing on the continuity between Excelsior and avant-garde. Each single detail is designed to pinpoint the concepts of elegance and quality that have always been Excelsior’s trademark and philosophy, of which the masterly selection of metals, stone inlays, and precious woods are an example, just as the refined search for outstanding materials and high-end fabrications. Artworks and crafts are used as special benchmarks facilitating visitors’ orientation and traffic, attracting the flows through the floors and down to each floor recess. The large, oval wells in the middle establish a continuity link between the different levels and are at the same time the touchstone of each floor, allowing a view on the merchandise on each level. The lighting was conceived to achieve a warm, cozy place with a homogeneous spread of light and shadow; the brightness and colour of the light sources have been accurately designed to emphasize the various types of merchandise and products sold.

Concept design: Gruppo Coin