A new concept store in footwear has opened in Via Tornabuoni. Situated right in front of Salvatore Ferragamo, SOTF is the store of the future. Sister store to Playground, SOTF has changed it's name from Space and now offers a variety of trendy sneakers.
As you enter the store, the product is displayed on the right wall, hosting brands such as Golden Goose, Adidas (Originals, by RAF Simons, Y-3), Common Progects, Eyty's, Buttero, Le Coq Sportif, Puma, Ports 1961 among others. The left side of the store proposes 3 minimalistic square cubicles of sort, set with monitors and white marble seating. If you look at the shoe, you will not find a price tag. Instead, by placing the product underneath the monitor, and with the help a microchip placed within the shoe, all the necessary information about that particular sneaker will pop onto the screen. You may even research all the styles available in your particular size.
SOTF is a welcome addition to Florence, especially with the new found trend in sneaker fashion. Can it beat the competition? Brands like Adidas' online personalization is hard to beat, especially when SOTF is pointing towards the technological aspect in the purchasing process. I'd be interested in seeing brands like Premiata and out of the ordinary Converse in their selection. I think they could still broaden their offer...
In this demanding market, hopefully they'll find their niche.
In this demanding market, hopefully they'll find their niche.
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