With the new flagship store in Munich, Occhio sets a new benchmark for the presentation of the premium lighting brand and creates a retail experience matching design and quality of the product with the store design. The store is arranged on two levels, visible from the distance due to its large sale video wall which can be seen across the square in front of the store. The minimal design of the historic store front sets a contemporary contrast to the listed building. Entering the space nothing reminds of a retail store at first sight. The general mood and impression reflects a contemporary and highly sophisticated home interior. The lights are naturally arranged with the carefully selected furniture pieces. The presentation of Occhio’s lighting systems is fully integrated in the plastered walls, offering electrified plugs and rails, allowing for a flexible plug and play visual merchandising. Customers are guided through the product area by shafts which mark the product categories with an integrated screen and cantilevering table with an integrated showcase. The second level in the basement is a walk-in storage space, focussed on the experience of light. The storage-shelves are hidden behind white large-format doors, making a white-cube which is used for demonstration of user interface, control and consequently how a whole space can be modulated by light.