The new Biraghi shop in Turin is the place where the company intends to meet visitors and take them on a journey to rediscover traditional flavours. Inventa TRO has created the starting point of this journey, creating an experiential itinerary through the shop's 11 showcases.

The project behind the opening of the new Biraghi store is based on three key points: Territory, History and People, values that Inventa TRO has translated into an articulate storytelling, based on 'knowledge' and 'human connections'.

In order to enhance these values, each showcase was decorated with unique elements.

The most spectacular attraction proposed by Inventa TRO is the unique reproduction of a Zootropio. It is an ancient optical device invented in 1834 that transformed static elements into moving images. The Biraghi Zootropio is a perfect synthesis of tradition and technology and tells the story of the Biraghi production chain, from milking to packaging.

The storytelling designed by Inventa TRO develops throughout the store's 11 windows. There are parchments depicting the gastronomic routes of the provinces of Piedmont drawn in ink and watercolour by artist Tiziana Colla. There was also a section celebrating the 'Fratelli Paissa' grocery shop, which has offered its products since 1877 and has now become the new Biraghi San Carlo shop. In this section there were a par of the sign and some historical advertising documents. Finally, photographs of the family and historical advertising elements are the key element of the showcase dedicated to the Biraghi family, which has been offering products with authentic flavours since 1934.

"The satisfaction of seeing the people of Turin open their mouths in front of the spectacle of the shop windows and especially the magic of the Biraghi Zootropio in Piazza San Carlo was enormous," says Antonio Magaraci, Managing Director of Inventa TRO.

We transformed value concepts like history and excellence into a unique shop experience.