Leviant’s ‘widespread showroom’ promotes Italian design brands in territories and in metavers – BsNews.it

Leviant, photo from the press office

The widespread showroom consists of displaying objects that are not placed in a single environment, as in traditional showrooms, but in spaces spread out over the territory. This concept is at the heart of the Leviant Design Experience project, born of three young guys who joined together under the path of the Clab entrepreneur at the University of Brescia: Gentian Dedej, Ivan Faustini and Giordano Rivellini. The idea was born out of the desire to improve Made in Italy design and tourism, two sectors that are significantly damaged by the covid-19 pandemic.

The model of the widespread showroom

The efficiency of the diffuse showroom has three main aspects to take into account: communication, selection of diffuse spaces and choice of objects. The communication of the initiative must be handled both within the scattered spaces and through physical and online channels. The dimensions of the objects must be in line with the hotel’s guests and selected in such a way that they can be integrated into the surrounding environment to reinforce it and be easily recognizable inside. The hotels are selected according to criteria of strategic location, customer type and attention to detail and design.

The widespread showroom puts the customer in direct contact with the manufacturer of the exhibited items, creating benefits for each of them. In the specific business project, a sales channel is created for additional or alternative design products for traditional retailers. Hotels without the need to invest money, time and skills see their space improved thanks to the studied deployment of made in Italy design objects and the recognition of an earnings of the platform.

The customer can see the design products in their own context, touch them with their hand and use the objects in the physical space. Only later do you connect via your smartphone to the platform, where you can find all useful information and the opportunity to buy it with a shipment directly to your home. This channel is a mix of the physical and digital dimensions, enabling design manufacturers to be recognized thanks to the quality of their materials made in Italy, overcoming the limit of online purchase of design products or “purchase on paper” without the possibility of having first seen it live.

The customer’s purchase is encouraged by logic, such as impulse purchases and Christmas souvenirs. Through the technological platform, Leviant aims to improve the Made in Italy design through the narrative of the companies, the products selected and presented on the platform. Throughout the history of the products, from the material going from idea to production, the customer will be able to appreciate the quality of the materials and the attention to craftsmanship and details. Leviant therefore offers local companies and craftsmen the opportunity to make themselves known, confirm their brand and get in direct contact with the end customer.

Leviant’s digital platform

Technology is a fundamental part of the project. Within the project, the widespread showroom is created through the display of design products inside the hotels: The objects are equipped with an identification mark, on which various technologies are used as QR code and passive NFC (Near Field Communication). Thanks to their smartphone, the customer is communicated to the marketplace, where the main information about the product, dimensions, finishes and curiosities are displayed, and can thus buy the interesting object.

The technological platform can also be expanded by recreating environments in the so-called “metaverse”, and thus opening up the showroom on platforms that will increasingly provide the opportunity to make immersive and memorable navigations. This presence is functional to create a “customer attraction” strategy particularly oriented towards the digital consumer, who so clearly addresses a tactile interaction with the product in close or coherent presence with the customer.

Leviant’s project is moving to the provinces of Brescia, Bergamo, Verona and Mantua. The team would like to thank all the manufacturers and facilities that have trusted him from the start, especially the JHD Dunant Hotel owned by Eugenio Gallina and Matteo Linotto, entrepreneur in the digital sector, for his suggestions.

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