The architect has been able to perfectly understand the basic features of the brand: everything is clear and bright, sharp and tidy, even with the wide choice of items from different product categories.
The world of tennis, the universe of reference for the brand, can be read and perceived through the net in the background of the displays or the rackets from the ‘60s that become shelves supporting the shoes (tennis-shoes as it was said in those years...), or the shelves as a support to the various collections, up to the more explicit reference to the classic tennis ball which is cut and shows in its ‘heart’ the ST logo, of course, as if tennis had always been Sergio Tacchini, as if tennis balls had always hidden the brand inside them.
A light-hearted and serene Italy passionate about sport is told on a wall of history or memories: an appreciable sequence of historical images that tells of international and memorable sport champions (from McEnroe, Jimmy Connors, Sampras, up to today with Ivanisevic, but also Airton Senna). Champions and sport stories belonging to Tacchini’s world.
Everything is emphasized by the presence in the store of a ‘Lambretta’ that takes us back to the historical period now famous all over the world that inspired the great Milanese designers, who were supported in their ideas by the artisans of the Lambrate district, or to the atmospheres of Roman Holiday movie. The result is a triumph of hardly unrecognizable Italian style. While white (non-color of noble old tennis players) becomes a logo to express the friendliness of an elegant brand, the game of iconic elements features the new spirit of a renewed brand that comes from tennis and identifies itself with tennis without being snob or over-the-top, under the sign of an inclusive and convivial quality.
The furnishings of the store are minimal and they complete with the products, which remain the real focus of the shopping experience, not without a 60's design winking ‘very Italian’ at the visitor.