THE CHALLENGE

JTI, Japan Tobacco International, selected TRO Italy as a partner for comprehensive involvement in the ideation, production, creation, and management of Ploom’s first flagship store located in Milan.

Our challenge was to translate the brand’s identity into a captivating design space, destined to become a meeting point in the city.

THE EXPERIENCE

The project saw us engaged in every phase, from ideation and design to production and daily management of the flagship store. Every single detail, from the overall concept to the customer experience, was meticulously crafted by our team.

Our involvement began with the search and selection of the ideal location, strategically positioned in the heart of Milan, at Corso Como 8.

Every space inside the store is designed to create storytelling around the brand, placing the Ploom device at the center of it, encouraging product trials, and facilitating sales. For this reason, we’ve designated an area entirely dedicated to product trials, creating a relaxed environment.

The store is designed to be innovative and unique, with a strong technological and experiential component. Through an advanced profiling tool and a rich experiential journey, we engage visitors in an exploration of Ploom’s technology and product. The distinctive element of the store is undoubtedly an immersive room dedicated to the Ploom experience. Thanks to a suspended swing, immersive videos projected on the walls, and sound design, one can live a unique experience in an Instagram-friendly space.

To bring the store to life, we’ve planned an events calendar. These activations, ranging from fashion and design to music and mixology, aim to involve the community, create connections, and solidify the brand’s presence in all cultural aspects that define it.