Year: 2017


Status: Completed

Yamamay opens its first Concept Store in Corso Buenos Aires in Milan. A 507 square meters space, divided on two floors, where Piuarch defines a new shopping experience. 
The new Store includes indeed a series of new functions dedicate to favour the public staying in the store and diversify the consumption occasions.  
The ground floor houses the woman lingerie collection while the basement floor is dedicated to men underwear, a beauty area and YHOME: the new line dedicated to the home.  
To enhance the space, they find a corner for the selling of flowers and a library, which recalls the place’s identity that for years housed a book shop. 
The new store – puts together different commercial and social functions- propose to become a "destination" and a "platform" through which to experiment with languages and dedicated communication projects to foster relationships with customers and the image of Yamamay. 

Photo credits: Matteo Piazza