Create innovation inside a Shopping Center is not an easy task. Even though the architectural context have evolve and the inside ambience quality is quite different from the first generation one. The shopping experience built talk about a more mature consumer and able to difference and that ask for a discontinuity with past models. The key of success of any shopping point is based on innovative contents, different experiences, unique solicitations: join shopping and information, curiosity and impulse with solution, realization with though. It is difficult to innovate in the chocolate world. The iconic experiences are at disposal in every angle of the day a day, meanwhile they are repeated and given for granted. A lot of overlapped brands, with the difficulty of explain their own difference. It is needed the key to communicate the position and difference finding a new language and new experience ways of presentation. For the new Il Centro shopping center at Arese -the biggest in Italy - New Retail Concept has developed the project of the first Domori's chocolate store (Illy Group): a refined and precious space - made of few elements that introduce the client into the discovery of the brand's production quality. Domori's Wall, is a scenographic composition that gives value to the main product in the shop: Domori's chocolate bar. More than 6000 gold ingots to give an impact visual made of a wall filled with a variety of categories. Domori's stage, is a big golden counter for the exhibition of the references as honor guest characters of a main stage. Next to the packaged the pick'n'mix over a plate presented as a jewel. The luminous wall Chuao Cacao Criollo, introduces clients into the discovery of this precious raw material that has ranked Domori between the best 25th chocolate producers and the first in the Criollo Chuao 70%. A shopping experience based on brand's recognizability through its colours and its packaging and the exaltation of the product through the quality and the strong product points.