The Juventus flagship store was a key element in turning the football club into an iconic, global lifestyle brand: an ambitious goal, creating a completely new potential – for communication and business – by swinging the door wide open to a much broader audience. At the heart of one of the world’s capitals of fashion, strategically located between the haute couture windows on Via Montenapoleone and mainstream shopping on Corso Vittorio Emanuele II, the two-story, 300-square-meter store builds an impressive presence that elevates Bianconeri merchandising to mantra: “Life is a matter of black and white”, as the new branding claims, in a winning mix of shopping and socialization, food and fun. Contrasts are taken head on: raw edges and polished details, the grace of glass and the strength of burnished iron, rough concrete and glossy surfaces, industrial cool and warm wood coexist, play off each other, and contribute to a space that is elegant and masculine, playful and premium. Inside, UNDICI Shot expands the concept of the store with a temporary food corner inspired by Juventus’s core values, inviting everyone to get their taste of Bianconeri passion with warm wood touches and trendy black grout highlighting white tiles. The storefront lights up thanks to polycarbonate “stripes” – an original solution that turns inexpensive materials into an ethereal, almost subliminal reference to the iconic jersey. The LED installation creates a high-impact visual that is visible from across the street, yet does not block the view of the store interiors. The space strikes a balance between grand and welcoming, with its sliding doors and elevators that make the space accessible to all. Lights play a central role in the project, favoring energy-saving and dimmable solutions. Paired with extremely flexible retail displays, they easily take the store from sales to social event for parties, book presentations, team announcements and more.