The challenge of designing a retail prototype for Aveda was capturing the passion of Aveda's business: that the mind, body, and spirit are inextricably linked, and that what you put on your body impacts how you feel and how you perform. The designers approached the conceptual design of the store as weaving an interactive story about Aveda, its mission, and its products, and creating a customer experience that educates and engages. The focus of the store is on experience, on providing customers with the opportunity to touch and test the Aveda products.
In pursuit of its goal to achieve a stronger worldwide awareness of the Ducati brand, the company decided to create a street-level presence in urban centers around the world. The principal objective of the showroom is to create a retail environment that displays the Ducati motorcycle to its best advantage, reinforces the distinctive Ducati brand and captures the dynamic essence of the motorcycle. The design concept, strongly industrial and minimalist in nature, is based on the perception of the motorcycle as an elegant, highly engineered machine.