focus on:

THE 3 BRANDS ANALYSIS

L’ORSO POETA
PEDACOGICAL TRA DIT ON AL RADICAL
 AMBIENT
nature

scienze
books
books
art puzzle

adults
6-9 years old
9-14 years old

puzzle
movement

3-6 years old

baby

It is an open space with a central focal point.

Th e s t o r e i s s e t u p t o d i s c ov e r t h e i t e m s i n s i d e .
Coming in the costumer has a good view of the whole store
 AMBIENT
music parfume color light

job girl

deco
wheel

outdoor
nature

social

infant infant
infant

desk

The space is divided in two macroarea by a party-wall

The first part is dedicated to the babies
There is dead angle between social and nature area;
AMBIENT
wood chaos random light

It is an open space splitted by shelves.

It is not divided in thematical areas.
Coming in the costumer percives chaos.
 Materials suggest purity and simplicity
Essences are thinking to something of natural
Spaces are characterized by warm colors
It’s a fusion between traditional and modern

natural wood varnish wood bleached paper

MATERIAL
COLOR red white brown blue
 Materials suggest tranquillity and childhood
Trasparencieces are thinking about the dreams
Spaces are characterized by vibrant colors
Tintes are near to the earth tone

varnish wood traslucid plastic glossy resin

MATERIAL
COLOR orange white green blue
 Materials suggest tradition and concreteness
Spaces are thinking to something of hand-crafted
Tintes are the essences of the woods
It’s like a bicromatic room with some nuance

natural wood natural wood natural wood

MATERIAL
COLOR white brown green aquamarine
COMMUNICATION
Red Black

Citta del Sole uses catalogs inside their own stores

to communicate their present products in their
portfolio.

www.cittadelsole.it is the main communication

platform where customers can find out about the
ideals, values and the history behind the brand.
COMMUNICATION
Blue

Imaginarium as a company
doesn’t invest in advetrising campaings,
it rather focuses on the designing
and redesigning of the shop interiors.
A complete catalogue of all the products
as well as news, events, discounts or directions
to the closest store can be found
online at www.imaginarium.it

P U E R I C U LT U R A
ON WHEELS
GAMES
MOBILE
 COMMUNICATION

L’orso Poeta is a small one-person business, and in this

sense it comunicates its identity perfectly. It is authentic

because it doesn’t even try

THE BIGGEST DIFFERENCE BETWEEN THE THREE TOYS SHOP IS THE SCALE

THEY AIM FOR DIFFERENT TARGETS

PLAY FOR LEARNING PLAY FOR DISCOVERING PLAY FOR ALL

L’ORSO POETA
 grandparents family young man

CONSUMER
People asking the product which
they’ve seen in the commercial spot on tv,
but we haven’t many products of this category.

If the child is in the store, he can play,

he can look the toys and choose it.

In the past we had to leave open one toys

for each typology because the consumer
need to try all of them.
 mothers special community

CONSUMER
There is no time, if you come here,
probably you need to do it. Nowadays
the parents come here without their children.

Young man are interesting in logical

and social game
 grandparents family young man

CONSUMER
People doesn’t know the importance
of some simple and basic objects.

The parents trying to educate their children

to buy something of really interesting,
 The facade is sober, no strong elements
Trasparencieces show some product inside
The shop is lost in the building around it
Near the door olny a rocking-horse

glass matte metal lucid metal

ENTRANCE
FACADE
brown grey white blue
The facade is the strongest symbol of the shop
Trasparencieces show all the interior
It is very recognizable from the street
The importance of being child

glass matte plastic lucid plastic

ENTRANCE
FACADE
sky blue grey white deep blue
 Trasparencieces show all the interior
There is no logo
It is full of items
It is also use like an exhibitor

glass matte metal

ENTRANCE
FACADE
green yellow white grey
 LOCATION
VIA OREFICI 13
Castello Sforzesco Piazza Duomo

touristic, cultural, commercial district;

restricted traffic area;
semi pedestrian precinct;

NEAR
PIAZZA CORDUSIO
T E AT R O A L L A S C A L A

TO:
GALLERIA VITTORIO EMANUELE II
DUOMO
PA L A Z Z O R E A L E
 LOCATION
C.SO BUENOS AIRES 59
Piazzale Loreto Po r t a Ve n e z i a

main road in a commercial district;

many pedestrian and much more car;
full of shops and one-brand stores;

NEAR
PIAZZALE CAIAZZO
PIOLA

TO:
PIAZZA LORETO
PA S T E U R
PIAZZALE LIMA
 L’ORSO POETA

LOCATION
VIA LAZZARETTO 2
Giardini Pubblici Vi a l e Tu n i s i a

secondary road in a residential district;

few pedestrian and many car;
some small shop around;

NEAR
GIARDINI PUBBLICI
P O R TA V E N E Z I A

TO:
PA L E S T R O
PIAZZA REPUBBLICA
T U R AT I
Nature Science Basical material Experimentations

PRODUCTS
Srtategy Spontaneity Exploration Motion Techniques

Pleasure and Discovery first of all

Every year the protfolio growing with new product
Learning by experience
It’s a toys shop driven by quality
Playing like a way of life
Observing Listening Touching Controlling Learning

PRODUCTS
Immagination Expression Sensibility Aesthetic Music

Toys like social and evolutive values

Products that stimolate mind and body
They follow child to adulthood
The portfolio is upgraded every 6 months
There is no weapons, no sexist toys.
Tradition Quality of material Creativity Concept

PRODUCTS
Memory Relation Ability Curiosity Think

There is no technology only technic

The protfolio never changed
The toys are essencial and minimal
Wood is the most diffused material
Pure shapes for basical functions
SERVICE
The staff is very friendly and helpful

Online orders as well as the tracking of

o r d e r s s e r v i c e s a r e g u a r a n t e e d by a n
o u t s i d e c o m p a n y b u y. i t o u t s i d e c o m p a n y

The “Illustrator of the year” contest was started

by cittadel sole 10 years ago in an attempt
to design the best calendersuited for children
between 2-7 years old.
SERVICE Staff capacity

Customer service is guaranteed

by hiring only specialised staff that
had a professional background
in education or in physical therapy.

B y b e c o m i n g a c l u b m e m b e r,
imaginarium offers special discounts
to tis customers.
 FURNISHING

Functional furniture
Disparate materials
Not integrated approach
Desk full of items
Useful set up
 FURNISHING
Playful furniture
Optical stimulation
Integrated approach
recognizable elements
Aesthetic performance

Toys divided by age

Intresting bottom elements
Colourful approach
Closed toys-box
Crammed full space

SHELVES
 FURNISHING

Basical furniture
Crammed full space
Completely opened box
No toys division
Surrounding furniture
 SHELVES

Items divided by category

Experencial knowledge
Playable approach
Open toys-box
Macro-area set up
VA L U E S
TIMELESS LOCAL KNOWLEDGE
VA L U E S
INTERNATIONAL EDUCATIONAL MORAL
VA L U E S
UNIQUE PERSONAL UNPLANNED