Shop in Shop: the countdown for world exposition Milano 2015 is on


A pioneering spectacular location, ideal for presentation in cooking shows and occasional sales of regional or seasonal produce. More than just a store, it is a compact size: a Shop in Shop concept developed by Epta’s Innovation Centre, in co-operation with the Politecnico di Milano.

Conceived for Expo 2015, it was among the central developments in the Milan Design Week 2014 and especially the “Design and designing new HoReCa spaces ” event held on April 11th at the UNA Hotel's Mix Lounge. This refrigerated temporary store is a mobile display space including refrigerated counters and organised around a centre tree-shaped element made of wood and cardboard. Featuring a demo area, a floating floor and an area for serve-over or self-serve sales, Shop in Shop is environmentally friendly: all the materials used to cover the tasting area are recycled or completely natural.

It is modular, 100% customisable, and can easily be converted into an eco food store, to fully set off direct sales: “from the producer to the consumer”, well beyond the boundaries of the supermarket concept. Food, sustainability, research and development are at the centre of the focus for this new format, as well as key concepts behind Expo 2015. “Feeding the Planet. Energy for Life”: a principle that has become a part of our world and that will guide us, from now on, to the Universal Exposition. The countdown is on!