La Cantina is an Italian Retail Concept with Immersive Tasting Options

By: Rebecca Byers - Mar 2, 2016
This Italian retail concept demonstrates one approach to interactive in-store merchandising. La Cantina is an Italian grocery store located in the Varese, which is located just north of Milan, that takes a hands-on approach to food and beverage tastings that may help some patrons forget they are in a store at all.

Designed by firm A4A Rivolta Savioni Architetti Studio, the space is characterized by its series of linear surfaces and furnishings for displaying the product selection and its ceiling installation, which resembles a grill and is made from natural wood.

The new Italian retail concept is a pilot project from the brand and will likely be rolling out in 10 other locations if well-received.