The new Biraghi store in Turin is the place where Biraghi intends to meet visitors and take them on a journey to rediscover the flavours of tradition. Inventa TRO has created the starting point of this journey, creating an experiential path that passes through the 11 windows of the store.

The project that gave life to the opening of the new Biraghi store is based on three key points: Territory, History and People, values ​​that Inventa TRO has expertly translated into complex storytelling, based on “knowledge” and “human connections”.

To enhance these values, each window has been enriched from time to time with unique elements.

The most spectacular attraction proposed by Inventa TRO is the unique reproduction of a Zootrope, an ancient optical device invented in 1834 that transformed static elements into moving images. The Zootropio Biraghi is a perfect synthesis between tradition and technology and tells the story of the Biraghini production chain, from milking to packaging.

We created a storytelling that unfolds along the 11 windows of the store. Scrolls depict the gastronomic itineraries of the provinces drawn with ink and watercolour by the artist Tiziana Colla. Part of the sign and historical documents have been included in the section that celebrates the “Fratelli Paissa” grocery store that has offered its products since 1877 and which has now become the new Biraghi San Carlo store. Finally, photographs of the family and historical advertising elements are the key elements of the window dedicated to the Biraghi family, which has offered products with authentic flavours since 1934.

“The satisfaction of seeing the people of Turin open-mouthed in front of the spectacle of the windows and above all the magic of the Zootropio Biraghi in Piazza San Carlo was enormous,” says Antonio Magaraci, Managing Director of Inventa TRO.

We have transformed value concepts such as history and excellence into an out-of-the-ordinary experience, to enhance the proposal of a unique store.