EXPERT TELEBUNA: WAAR COMMERCIE EN HISTORIE SAMENKOMEN
Expert Telebuna is een toonaangevende Expert-winkel in het centrum van Rome. Omgeven door prachtige gewelven en fascinerende fresco’s. Deze locatie is recent gerenoveerd en uitgebreid. De winkel biedt een innovatieve en avontuurlijke winkelervaring, die erop is gericht om nieuw publiek aan te trekken uit de wijdere omgeving.
Ontdek een tijdloze samensmelting van verleden en toekomst
Expert Telebuna zocht een partner die kon helpen een significant grotere ruimte te creëren. Inclusief kantoren, opslag en opvallende winkel.
Het Solution Design team van ITAB presenteerde een ontwerp dat de historische essentie en architectuur van deze plek in tact houdt en ondertussen ruimte geeft aan het commerciële profiel van deze winkel. Een vakkundig samengestelde en harmonieuze mix.
De overwegingen resulteerden in een perfecte integratie van ruimte, lichtontwerp, opvallende displays, en premium materialen en afwerking. Waarbij ook nog eens is geoptimaliseerd voor functionaliteit en efficiëntie. Dit alles om het hoge aantal en de grote verscheidenheid aan consumenten te kunnen bedienen.
Enhanced Transparency, Visibility, Brightness, and Comfort
In the preliminary design phase of the project, the remarkable vaulted structures and exquisite frescoes of architectural value were unveiled during the clearing-out process. These findings became the stars and fully visible focal points of the design.
This approach perfectly complemented the shared focus on sustainability, both by the customer and ITAB. By reclaiming and rejuvenating decorative elements dating back to the 1960s, the design achieved both economic and aesthetic benefits.
The displays were thoughtfully crafted to maximise the exposure of high-tech products, making them irresistible to explore, thus enhancing the overall point-of-sale experience.
Additionally, the store proudly houses a KASANOVA shop-in-shop (an Italian brand specialising in home goods and lifestyle products), adding to the variety and appeal of the shopping destination. Embrace the seamless integration of history, sustainability, and cutting-edge design at Expert Telebuna’s captivating shop.
The strategically designed shop windows allow unobstructed views of the interior, flooding the space with natural light and creating an inviting ambiance that entices passers-by to step inside.
Exclusief interview met Carlo Bucarelli, managing director sinds 1977 van Telebuna
Q: What encouraged you to relocate the shop?
A: Over the years, we operated from various premises near Piazza Vittorio, ranging from 25 to 200 square meters. Our longstanding dream was to establish a unique and spacious venue in the heart of Rome. Finally, in 2022, an opportunity arose when a former 900 sq. m. furniture factory became available. This allowed us to dedicate a single, harmonious space to offices, storage, and displays.
Q: How did the building’s renovation go?
A: The transformation of the former furniture factory was a revelation, uncovering hidden treasures such as vaulted ceilings adorned with breath taking frescoes, which we proudly showcased. During the design phase, we skilfully combined modern elements with antique charm, creating a functional yet visually stunning sales area for technologically advanced products. The result is a magnificent fusion of the past and present that captivates at first glance.
Q: You involved young artists from Rome’s Academy of Fine Arts in enhancing the location. How was the response?
A: Engaging recent graduates in an art contest to create installations on our shop’s striking walls was a great decision. It injected positive creative impulses into the city and further enriched the ambiance of our space.
Q: How has the sales point performed, and what were the results?
A: Despite challenging times for the industry, we have seen a positive response and recorded an increase in sales in the first half of 2023. Being the largest Expert shop in the centre of Rome, we have attracted both our loyal customers of over 40 years and newcomers alike.
Q: What aspects of working with ITAB did you appreciate the most?
A: Flexibility and adaptation were the pillars of our successful collaboration with ITAB. They provided an all-encompassing service that extended beyond just supplying furniture. Mr. Barbieri, an ITAB architect, demonstrated exceptional flexibility throughout the project, tinkering with the design to match the structure’s requirements, resulting in a harmonious blend of contemporary and late 19th-century aesthetics.
Q: In an age of increasing online purchases, how important is the design of a physical shop for boosting offline sales?
A: Offering consumers an experiential journey transcending mere product purchases is crucial in today’s market. A physical point of sale should pique curiosity, tell a story, and revive spaces with historical significance. Our new shop in the centre of Rome exemplifies this, and we aspire to replicate the success in 2024 with ITAB’s expertise as we renovate our premises in Villa Adriana, Tivoli.
Discover the extraordinary experience of Telebuna’s revitalised shop – where history, innovation, and customer delight intertwine!
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