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3, the first mobile video company of the Italian market, today inaugurated in Milan its first store, in Piazzale Cordusio corner Via Broletto. It is a totally innovative store, which offers to visitors, in an essential and comfortable atmosphere, a "full-immersion" in the 3 services of third generation. The store has been designed following the criteria of Feng Shui (wind and water), the ancient Chinese philosophy dating back to 3000 years ago, which teaches how to harmonize the space where we live, to communicate with the environment, to gain energy and benefit from the space around us.
White is the dominant color, while the six shades of the brand express 3's values, which are the focus of the advertising campaign currently on air: yellow Drive, red Passion, orange Simplicity, green Surprise, viola Fantasy and blue Emotion. Doug Hamilton, creator of the brand and the design of the 3's stores, has chosen natural materials like water, wood and stone in order to furnish the 200-square-meter- space, playing with the contrast between the most advanced technology and a pre-technological and human atmosphere. In fact, our store has nothing to do with the conventional retailers that sell mass-market electronics, which are excessive in their furnishings, the number of products on sale and invasive for the customers. The mixture between various colors and elements creates an atmosphere in which people can relax and take time in order to try products and services, absolute stars of the 3 space. They are presented in relation with the person, useful and fun at the same time. Distributed on two levels, the store creates a route in which the three families of services, information, communication and entertainment, are emphasized. Therefore the visitors have the possibility to go through an absorbing experience in the new world of the services of third generation and so, as an example, to watch the Videonews, to make a Videocall and to feel the emotion of the Videogoal. In the next few days also the other stores of the retail network of 3 will be inaugurated, for a total of approximately 1200 retail stores all over Italy. In the meantime, more 60 thousand the number of Italians have already subscribed the TOP3 offer, which enables reservations of one of the two "all-inclusive" formulas of 3, the first one of 85 euro per month (Vat enclosed) and the second one of 140 euro (VAT enclosed), comprehensive of leasing of the terminal.
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