Mysterious exposition, i.e. what exactly do we know about the exposition of our products in shops and what does the shopper see?

The picture shows the display of cigarettes in Thailand and arouses the question of why the best location in the store is wasted on the exposition of products which cannot be seen.

Duty-Free zones have come to symbolize places where the best global brands are sold.

Brands that aspire to reach premium status, especially in the strong spirits segment, must emphasize their strength through the quality and size of their expositions.

The display must be conspicuous, as well as fitting as many products as possible, giving the shopper more choice, and should be easy to merchandise.

Could anything be more Italian, and more consistent with brand building?

We have a product, for multiple use, and also “a certain something” – elusive and immeasurable, yet perceptible. And for sure, one cannot fail to notice such an exposition.