The big room of the shop is designed to accommodate interior equipment which is always different. Every three months the shop assumes a new identity. Furnishings, their position, sales display, illumination, and decorations change. The false ceiling in acidified crystal lodges a mix light system and two crystal projectors. The shop windows serve as a screen. The images are visible from outside. A double wall hides the air-conditioning system. At the back of the shop a hinged door, as high as the ceiling, divides the sales area from the office and the rest room. On the same wall, two opal double windows in enameled steel are illuminated from behind, resuming the pattern of the false ceiling structure. The filtering light accentuates the effect which is caused by profundity and by its position against the light, and enhances the outlines of two irregular decentralized pillars.

A transformable space served by a reflected light. A flexible, balanced and adjustable light like that used in photography to read the material and see colors of make-up. A small stage dedicated to cosmetic products allows the sales point to change with spatial metamorphoses which are always different. This approach denies the “fixité stilé” of the fashion boutique which is born and dies in the unchanged image. My idea is a space open to curious people and clients who use it without feeling observed, controlled or forced to buy. An environment as an extension of the street as in the south of Italy, where an alley is also a shop and theater where exchanges and encounters take place. Every week there is a new artistic performance in the shop windows; they are used as a place of spectacles and communication of the product. A shop like an art gallery open to the public.