The whole merchandising process has been designed with special attention being given to making the benchmark brand visible, but at the same time bringing out its membership of the group with carefully-devised graphics. These aim to convey each brand’s common identity in a concrete way, while not forgetting the particular features of the brands and the themes of the individual collections.
The image that’s projected is coordinated and common to all, but it’s conveyed with different graphic solutions for the various group brand names. The main concept behind each of Serenissima Cir Industrie Ceramiche’s advertising supports – and therefore the heart of the merchandising design for the entire group – is the Colour Way Concept.
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