FIMA STORE: FIMA’S VISUAL IDENTITY BECOMES A BRAND EXPERIENCE
From corporate spaces to retail showrooms, an increasingly coherent and recognisable brand identity.
A strong brand identity lies in the ability to remain consistent at every point of contact with consumers. For FIMA Carlo Frattini, the brand’s new visual identity is expressed not only in its own corporate spaces but also more broadly, extending to showrooms, retailers and distributors worldwide. In all these, the company’s design language displays enormous versatility, offering architects, designers and customers a recognisable experience true to the brand’s values of Care, Elegance and Innovation.
This process is the natural evolution of an ongoing project dedicated to corporate spaces and trade fair events (discussed in this article).
The same focus on detail and materials now arrives in the showrooms of the brand’s commercial partners, in a collaboration that gives rise to spaces and atmospheres consistent with the brand identity.
Even in smaller spaces, FIMA offers display systems and dedicated solutions designed to strengthen the brand image and make it instantly recognisable in the high-end tapware sector.
Because the quality of an experience depends not on the size of the space, but the ability to convey a unified vision.
Beyond display: the new paradigm
The new FIMA display concept is a virtuous example of brand experience transposed to the retail domain, creating a space intended not solely for the display of products but also for its ability to embody the FIMA universe by means of a refined aesthetic language that can engage architects, interior designers and planners.
This approach becomes a model to be replicated in other luxury tapware showrooms and developed in collaboration with the brand’s global network of retailers. The goal is to transform every FIMA display area into a natural extension of the corporate identity, where elegance and functionality coexist in perfect harmony.
The design of these spaces arises from a research process that hinges on materials and the ability of a space to convey emotion before the products even arrive. Wall cladding in pale, delicately-veined marble provides the backdrop to display structures of minimalist design, whose black metal adds precise architectural rhythm to the space. Natural wood bases and storage units lend a warm, welcoming note, while suspended shelves and continuous surfaces guide the eye to a close appreciation of each collection, with its various proportions and finishes. Additional features enhancing brightness and exclusivity include textile panels in an intense shade of green: a nod to the nature and sustainability that guide the company’s decisions.
As ever, lighting is an integral part of the design. Well-calibrated lighting enhances surfaces, textures and colours, resulting in an atmosphere akin to a contemporary gallery: sophisticated yet welcoming, where the customer is naturally drawn into the exhibition. Every element of the set-up is designed to facilitate knowledge of the product and establish a dialogue with the designer, making the showroom a place for observation, comparison and inspiration.
FIMA aims to extend this approach to all its exhibition spaces, as places not limited to presenting a collection, but able to foster relationships, inspire design dialogue and, by means of a coherent mood board, make the brand instantly recognisable and memorable.
Display solutions to express the FIMA identity
Not all showrooms have large display areas. For this reason, FIMA Carlo Frattini has developed a range of units designed to bring the brand’s visual identity into smaller stores too, without affecting the quality of the experience. More than mere display stands, these units become real tools of brand communication.
Inspiration comes from the landscape surrounding the company headquarters, translated into a sophisticated mood board that combines premium materials such as Calacatta marble, walnut, and fabric in soft, natural tones. Warm lighting built into the display units highlights textures and creates an intimate, refined atmosphere that enhances viewing of the tapware and wellness collections.
Close attention is also paid to practicality. The display units are designed to be easily inserted into a range of settings, offering retailers flexible tools to simplify set-up and ensure a neat, elegant and coherent image.
This very ability to adapt a single identity to a wide range of different contexts is one of FIMA Carlo Frattini’s strengths. Every space, whatever its size, helps to convey a shared vision that expresses the brand values of care, elegance, and innovation. A design language that’s recognisable to customers wherever they encounter the brand and consolidate FIMA’s position as an international leader in luxury tapware.
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