Torri Bianche Shopping Centre
- Client
- Torri Bianche Shopping Centre
- Services
- Social Media Marketing
- User Experience
- User Interface
- Web Design
- Front-end Development
- Back-end Development
Shopping, flavours and entertainment: a spectacular experience in the heart of Brianza.
Torri Bianche is one of the main destinations for shopping, dining and leisure in Vimercate and the Milan metropolitan area. A dynamic hub that combines a rich shopping gallery with a wide range of restaurants, entertainment spaces and a cinema, welcoming families, workers and young people every day in search of shopping, fun and moments to share.
- 01 Challenge
How to structure an integrated digital ecosystem that becomes a dynamic engagement tool for a modern shopping centre?
The initial challenge was to renew Torri Bianche's entire digital presence, starting with the social media channels and then evolving towards the redesign of the website.
It was necessary to overcome a fragmented information system in order to build a coherent brand image, capable of communicating promotions, news and internal initiatives with a dynamic, engaging style coordinated across all touchpoints.
- 02 Creative idea
Emotion takes the stage: putting the "show" at the centre of the visual narrative.
The creative journey began with redefining the visual identity across the social channels: we introduced an Editorial Plan structured around themed segments and developed communication campaigns for the centre's internal events.
This first social media phase gave rise to the new colour palette and graphic language, which were then translated onto the website to ensure perfect consistency across the different touchpoints.
The concept is built on the idea of an everyday show and responds to the claim 'Shopping, taste and spectacular entertainment', keeping the visitor and the emotions of the target audience, the family, constantly at the centre of the scene.
- 03 Process and insight
From social strategies to website validation: a journey of ongoing co-design.
The project developed through close collaboration and constant dialogue with the client. After consolidating social media management and the format for internal events, we translated the visual codes that emerged into the design of the web portal. Starting from the definition of the Information Architecture, we developed the interface structure, guiding the design process through both desktop and mobile simulations.
Every step was shared through an interactive, navigable prototype to test usability before final approval from the Management Board, build and go-live.
- 04 Solution and results
The physical and digital omnichannel experience of the Shopping Centre's energetic, carefree atmosphere.
The result is an integrated communication ecosystem that unites the social channels and the web platform.
The new website brings users back into the atmosphere of the physical Shopping Centre with an innovative, lively positioning, reflecting the visual codes of the social channels and offering users an intuitive way to browse promotions, offers and events.
The harmony between the daily social storytelling and the site's modular structure has created a high-performing touchpoint, capable of engaging the online community and guiding it all the way into the shopping centre.
