Emporio Carli represents the last piece rounding off a broad and articulated repositioning plan. The traditional distribution model of the company (”direct to your home”) had until now resulted in the absence of a physical space in which the goods could “live”. The Emporio (Emporium) has been created with the aim of supplying the brand with its own space in which to express itself and offers the public the possibility of exploring the production context. With this in mind, in defining the new guiding concept, a factor of prime importance has been ensuring that the location’s originality is not betrayed, to stress the company’s image as “real producer” and to remain firmly established within the dimension of the territory. The Emporio resembles neither a shop nor a supermarket, both of which the company has always chosen to avoid and is designed in line with a multi-functional logic of exploration, discovery and education.