That "something" that makes the difference between a shop and a store

In order to not be overwhelmed by the dominating concept of “store”, often mono-thematic and depersonalized, one needs to remember each time the creative and propositive passion of the classical shop. In fact among the many “non-places”, it is the only place where the auto determination of the client is still believed in, and you can see it, but even before as purchaser, as a fundamental balancing point between a constant research of what's useful and beautiful and the purchaser's personality in terms of necessity, opportunity and “desiderata”.

Rare emotions, suggestions almost impalpable, experience which by contrast can even be defined “laic” and which however becomes real every time you enter and feel the difference.

Only then does a shawl, an accessory or even a designer label leave its somewhat impersonal or too cumbersome personality, to adapt itself to a style which doesn't allow any other imposition except that of oneself.

Only in this way the moment of purchase is also and especially an expression of comparison, disinterested curiosity and culture.