For those who follow the Tuscan brand it will be easy to perceive how the Braccialini store in Florence is a 2.0 version of the first concept created in Rome. In fact, Braccialini considers with great attention and commitment the role of points of sale within its marketing strategies. This choice results in the celebration of Braccialini’s handcrafted product which finds a sort of fourth dimension within the spaces created by studio Svetti with a kind of “tailor cut”. The Florentine store becomes a further proof that for Emanuele Svetti it should not be the shop that attracts attention, but what is exhibited inside, so, like the scenography in a theatrical performance, it must only make the customer shopping experience incredible.