Guido Monferrini, EVP and Regional CEO, confirmed the opening, noting that the Cologne site builds on lessons learned since the concept debuted in Milan in 2020. The store aims to move beyond traditional retail by creating a modern, inspiring environment that emphasizes personal consultation and seamless service to foster long-term customer trust.
The facility features a redesigned layout incorporating large-format digital media surfaces and atmospheric lighting. Beyond the 31 dedicated brand boutiques, the site includes an integrated Xperion gaming destination, spanning over 1,000 square meters and featuring a 200-seat arena. Monferrini credited the successful realization of the project to extensive collaboration between the company’s concept, construction, and local German teams.
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