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A concept store: more than a mere shop

Lux Giglio Bagnara, the Genoese concept store

Today we will be looking at Lux Giglio Bagnara, the Genoese concept store that launched on the 20th of October 2010 in via XX Settembre. Located inside a charming 19th century venue, it originally held a ‘Caffe Chantant’, and then became the location for the famous “Lux” cinema. The grounds were then left abandoned, and were spotted by the owner of the well-known “Department Store Giglio Bagnara”, who immediately recognised its immense potential: 1300mq on three levels. Here started the idea of a Concept Store, created with the intent to express and focus on the customers’ wellbeing. With a restyling of frescoed ceilings, antique wrought iron columns, a megastore with a minimalistic style was born; pearl grey colour palettes, steel and natural wood will be the key to success.

Lux Giglio Bagnara, the Genoese concept store

The architecture plays a fundamental role in the extreme manipulation of product perception: the lights, music, and different aromas in the environment provide a sensory experience that can be compared to landing in a new, unknown city.

Lux Giglio Bagnara, the Genoese concept store

Inside the store, can be found a large Spa area, two temporary shops, and an entire floor dedicated to the great Italian fashion, hand selected by fashion connoisseurs. Three floors of pure beauty, selfcare and sensory pleasure make it impossible to not feel a sense of mindful wellness inside Lux.

Edited by Carola Repetto

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