The project is a true Physical Brand Design operation, that is, a broad creative intervention on all the physical components of and for the space: the store is the brand, its essence, the place where the brand values are most intensely expressed. The soft and rounded shape of the pixel thus becomes the symbolic frame that contains the visuals, signage, and the products themselves.

A visual continuity element that guides the gaze and focuses attention by incorporating the various communication elements is the orange band that winds along the walls performing a triple function: metaphor of the mobile line that unites the three brands (Wind, Infostrada, and Libero), the three worlds, and their respective products and services.