Up&Down | Total Concept

Up&Down in Piacenza: A Total Concept Built Around Running

Alessandro and Andree, runners by nature, decided to turn their passion for running into a career, keeping one fixed point from the very start: the name, Up&Down. To shape their dream we drew on our long experience with Nike, developing a space designed to enhance the product, support sales and engage the customer. Up&Down became the latest of our total concept projects, a journey that began with a logo and coordinated image and went on to define spaces, colours and materials, evolving into the three-dimensional representation of a brand built from scratch.

The Logo That Becomes Space

As we like to do, every detail inside Up&Down is designed and custom-made by our skilled artisans. The logo we created for the brand becomes a physical presence within the store, with the ampersand turning into a large sculptural volume that also serves as a stage for new product launches.

Materials and Colours That Speak of Speed and Strength

To express innovation, speed and strength we chose a palette built around orange, white, black and electric blue. The electro-galvanised sheet metal used for the floor volumes was treated with a passivation finish that gives the surface a shifting effect and lends a sense of lightness to the whole store. The clothing display elements are made from black-painted tubular metal, while the counter was shaped from a bent sheet of electric blue metal.

A Landmark for Running Enthusiasts in Piacenza

Today Up&Down is a store dedicated to running and trail running gear, and has become a landmark for sports enthusiasts in Piacenza since its very first day.

Related projects

Discover also the CASE LEONI and LivinUp SeiMilano projects.