Narrative mannequins & personalisation mark Camicissima Milano’s 1st store in Delhi

Physical retail today is no longer just about shopping but about experiences, stories and emotional connections. Italian shirtmaker Camicissima Milano is embracing this evolution with a store design that goes beyond functionality.  

Personalisation at the forefront 

The first store of the brand in Delhi’s Ambience Mall, Vasant Kunj, perfectly blends personalisation and comfort. Walking into the store, one of the first things that stands out is the initials-printing embroidery machine. Far from being a decorative addition, it highlights the brand’s focus on personalisation.  

“The embroidery machine offers a complimentary service where we add clients’ initials to their Camicissima shirts,” shares Prem Dewan, Retail Head, Camicissima Milano. “It’s our way of making each piece feel as unique as the person wearing it, adding both a personal touch and a deeper connection to the brand.”  

Storytelling through design

At the store’s entrance, a mannequin with lights immediately catches the eye. More than an aesthetic installation, it smartly expresses the brand’s storytelling ethos. 

“We call it our storytelling mannequin. It is designed to showcase our globally best-selling Non-Iron Shirt. One side displays a wrinkled ordinary shirt, while the other features Camicissima’s crisp, wrinkle-free perfection. The illuminated setup ensures the message is impossible to miss,” explains Prem.

This contrast shows that retail stores today are not just about selling products but about telling stories. It tells the customers to visit the store not only to buy a shirt but also to choose a lifestyle of ease and elegance. 

Comfort as a luxury experience 

Camicissima Milano’s emphasis on experience extends into the trial rooms. Spacious layouts, oversized mirrors, and seating cushions transform them from purely functional zones into lounge-like areas.  

“Beyond functionality, the trial rooms enhance space, light, and overall comfort, making the trying-on experience more inviting,” notes Prem. 

For today’s customers, trial rooms are decision-making spaces. By exclusively focusing on comfort, the brand signals its understanding of luxury as thoughtful retail design. 

Keeping retail fresh 

Monotonous retail spaces risk disengagement. Recognising this, Camicissima refreshes its visual merchandising regularly. 

“We refresh our visual merchandising every week, following creative direction from Camicissima HQ,” Prem highlights. For festivals, special occasions, or new product launches, we design themed-looks so every visit feels fresh and inspiring. 

This strategy reflects the brand’s focus on constant reinvention. 

Blending digital with physical 

Digital touchpoints also play a central role in the store’s customer journey, with digital platforms setting the pace for brick-and-mortar stores to keep evolving and offering dynamic environments to stay relevant. The digital screen at the store works like an engagement hub. 

Prem shares, “The digital screen at the store is a strong engagement tool, playing global campaigns, new launches, and bundle offers that invite customers to pause and explore. We complement this with promotional boards, window installations, in-store events, influencer collaborations, and WhatsApp broadcasts, creating a multi-sensory, interactive premium fashion journey.”

By combining fresh displays, thoughtful design, and digital screen, Camicissima Milano makes sure their store is a place where customers enjoy personalisation and comfort, taking a step closer to the future of fashion retail.