Giochi Preziosi Bergamo

Each store adopts a distinctive experiential format, capable of adapting to the urban context and spatial dimensions. The project combines brand identity, technological innovation and attention to user experience, transforming the visit into a memorable journey.

The Giocheria format was created to transform the toy store into a multisensory space based on three key actions: surprise, engagement and empathy. The Milan store, located on Corso Vercelli, spans 1,800 sq m across two sales floors and features immersive environments with a slide and a miniature train, interactive stations such as the Hot Wheels area and digital floor, holographic characters and Unique Eyes Worlds avatars. From the entrance, lights, sounds and scents create a complete sensory experience. Each area is conceived as a stage along a path designed to surprise, engage and build empathy with visitors, guiding them from discovery to loyalty.
In Bergamo’s city center, the same format is reinterpreted within existing surfaces and systems. Brand corners are organized and clearly legible, while luminous cylinders and colored spheres characterize both floors and make the store visible from the street and Galleria Bruni. Particular attention was given to internal staircases, circulation paths and the central placement of checkout areas, ensuring a fluid and coherent experience. Special focus is placed on the stair area, where spheres recall Crystal Balls.
The Giocheria format is replicable yet never identical: Milan emphasizes technology and digital play, while Bergamo focuses on lighting scenography and visual routes. In both cases, brand identity and the centrality of the playful experience remain key.