Naturino

Commercial Architecture Concept for the new Naturino Stores.

“Imagine an exclusive place, where you can play with your children while participating in, learning about, enjoying and sharing the experience of choosing their Naturino footwear.”

With very few ingredients, the Naturino points of sale were designed to encourage participation and interaction between clients and products, by creating spaces that transmit a sense of well-being and make you want to stay longer than usual. The spaces itself are a “display” (stage) of the Naturino corporative universe. Products, clients, staff, furniture, graphic design and merchandising are all part of this stage design. This objective is achieved by the choice a symbolic material: the plank, as a structural element for the construction of floors, product display walls and display furniture.

This material is endowed with positive universal values known by all cultures: nature, warmth, tradition, experience, responsibility… and it is the common thread of our stage design.

The display walls are divided into information levels. On the first level, up to a height of 2 meters, the product collection is displayed on vertical planks, together with the graphic elements of the brand. At the top level, the walls are painted in a natural sand colour to which graphic brand design is added at some places. Ceilings are smooth, white, and continuous. Lighting fittings and other installations are hidden. In order to ‘correct’ the sense of emptiness created by the high ceilings we added a longitudinal element of esparto grass, hanging from the ceiling some 2,50 meters above floor level, that establishes a virtual limit of the ceiling, regardless of the variety of ceiling heights that can exist in the different stores.

The stage design also features a modular element in the form of terraces that can be used to display products, to sit down on, to try on the Naturino’s, as shop window furniture, to create a central display isle or to store products. This unique module made of planks and with a finishing of technical white plakene on the benches, is used to define the distribution of the sales areas inside the stores, shop-in-shops and corners.

The display system is completed by several auxiliary elements: a counter, a vertical exhibition totem, a wall display, a modular system for mural images, wall mirrors, a shop-in-shop module and a suspended sign or banner inside the shop.

Last but not least, we would like to mention that this whole stage design consists of modular elements and materials that can be adapted to any space, either in shopping centres or in shops at street level. The modules are easy to manufacture, pack and transport, thus saving production and logistics costs.

The Naturino brand was launched in 1988 by Falc, a company founded in Civitanova Marche (Mc) in 1974, which manufactures and distributes children’s shoes for future men and women around the world.
The exclusive and soft “Sand effect” that characterizes the Naturino shoes is the ideal support for the correct development of the foot.
The Falcotto line, designed for children who begin to crawl and take their first steps, offers shoes that protect the feet of the baby without restricting movement, ensuring the correct development.
Thanks to innovation and design, in just a few years Naturino has become the point of reference for children’s footwear. High-quality fashion products, where stylistic and technical innovation are the result of permanent collaboration with pediatricians and a direct dialogue with mothers and fathers.
Naturino shoes are available in the best specialized stores and the most exclusive fashion boutiques in the world.