Optima is not only a store but a very important touchpoint for the brand, which involves every sense. A place where the communication techniques, visual strategies, and innovation services come together to create and added value for the customer. We took care of every detail of this project, from the concept development to the project management, paying particular attention to design, shape and modern retail style. The result comes across as a new point of sale model, with high awareness impact. The shame and the colors determine the visual aspects which influence the recall mechanisms and space perception.