Brunello Cucinelli Pop-up Store
This project was part of my visual merchandising summer abroad class in Milan, Italy. I was tasked with designing a luxury pop-up experience for a brand of my choice. I selected Brunello Cucinelli, a brand known for its commitment to craftsmanship, timeless elegance and ethical business practices. My goal was to translate its sophisticated yet understated aesthetic into a temporary retail space that not only reflected its identity but also created a unique and immersive shopping experience.
Assignment Brief.
The assignment required us to conceptualize and design a pop-up store, considering elements such as location, target audience, visual merchandising, interior design, packaging, and promotional materials. The final deliverable needed to include a well-organized presentation showcasing our research, mood boards, product selection, store layout, and branding strategies.
Skills.
Sketching, Building, Refining.
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I started by deeply analyzing Brunello Cucinelli’s brand philosophy, design ethos, and retail strategy. I also examined its competitors, particularly Loro Piana, to understand how to differentiate the pop-up while maintaining exclusivity.
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Inspired by the brand’s Italian heritage, I chose Portofino as the ideal setting for the pop-up, reinforcing a connection to luxury, leisure, and craftsmanship. The concept centered around a luxury yacht experience, reflecting the brand’s refined yet relaxed lifestyle.
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I carefully selected men’s and women’s clothing and accessories that aligned with the sophisticated yet effortless aesthetic of Brunello Cucinelli. My moodboards captured the essence of Portofino’s coastal elegance, featuring warm neutrals, natural textures, and an intimate, high-end ambiance.
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The pop-up was designed to be set on a yacht, providing an exclusive and intimate shopping experience. The layout included designated areas for different product categories, a lounge space for customers, and carefully curated display props that echoed the brand’s artisanal roots. The interior space was designed with warm wood tones, soft lighting, and a mix of modern and rustic elements to create a sophisticated yet welcoming environment.
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To enhance the luxury experience, I designed packaging that reflected Brunello Cucinelli’s commitment to craftsmanship—using high-quality materials in neutral tones. I also created elegant invitations for the pop-up, incorporating a sailboat design that tied back to the theme. Additionally, I included uniforms for staff that complemented the brand’s effortless yet polished aesthetic.
Final Curation.
Bringing all elements together, I refined the final presentation to ensure a seamless visual and conceptual flow. The end result effectively communicated how the Brunello Cucinelli pop-up would provide an elevated and immersive retail experience, capturing the essence of Italian luxury and craftsmanship while staying true to the brand’s identity.
