Not always does making purchases mean also spending

In the frenzy of our time it is nice to think of those moments in which going regularly to a shop is not just for spending. The pleasure of meeting, perhaps in front of a small, improvised tea ceremony, the enjoyment of an interesting conversation which relieves the stress of the day and at the same time gives enriching advice or a curiosity, thus transforming an afternoon that would otherwise be spent on mobile phone consulting and rushing around shopping.

In the Principe atmosphere there are customs and good habits to which no affectionate client would want to renounce. Maybe actually because – as clearly said from the first page – it's not just a question of habit but that of identity.

We are the first ones, after each of these usual and pleasurable moments, to remain humanly enriched – regard less of what these people (and not these clients) decide to carry off in their shopping bag.