How does the Fashion Destination project fit into the broader development strategy of Manor and the fashion world in Lugano?
Fashion Destination is part of a broader modernization initiative for Manor department stores nationwide. In Lugano, the new concept encourages exploration, experimentation, and inspiration: an invitation to experience fashion in the heart of the city. This renovation project has already been completed at Manor department stores in Basel, Lausanne, and Vevey. After Lugano, Manor Geneva will follow, renovating its department store by the end of 2025. The overall project involves 12 top Manor stores across Switzerland, for a total of over 20.000 square meters of fashion space that will be completely renovated.
What does the Lugano store represent, and what commercial results do you hope to achieve with this radical renovation?
The Manor Lugano store has traditionally been part of the history and life not only of this city but of the entire Ticino region, and is also widely frequented by many international guests. The new fashion area of Manor Lugano is therefore poised to become the new place to be for style enthusiasts: a reference point for those seeking fashion inspiration, iconic brands, and international trends. Manor Lugano now offers a carefully curated selection of clothing and accessories for women and men. The range is enriched with new brands, ranging from contemporary and casual to more classic styles.
In this regard, which iconic brands are represented there?
Alongside existing international brands such as Lacoste, Gant, EA7, Tommy Hilfiger, Rinascimento, Guess, Opus, Vicolo, Tom Tailor, and many others, Manor Lugano welcomes over 30 new international designer brands. For example, the women's selection is enriched with iconic brands such as Bianca, Boss Orange, Dixie, Hugo Red, Max&Co, Elena Mirò, Colmar, Michael Kors, Phase Eight, Pinko, Gaudì, Someday, Tara Jarmon, and Twinset. For men, Manor focuses on modern brands such as American Vintage, Antony Morato, Baldessarini, Bonheur, Distretto 12, Dstrezzed, forét, Marc O'Polo, Michael Kors, QB-24, and Scaglione. Many more will join this distinguished selection as fashion trends evolve.
When launching this space, you talked about an engaging and cutting-edge shopping experience. What initiatives and events do you intend to support this concept with?
This is undoubtedly a key aspect of the entire renovation project. We wanted to create the conditions for a truly 360° shopping experience, blending the real, virtual, and social worlds. The store's layout immediately invites you to linger, explore, and be inspired. Carefully curated themed spaces for women, men, and accessories, a modern design enriched with digital elements and evocative images, transform every visit into a true journey into the world of fashion. Furthermore, a team of experts is always available to offer personalized service and assist each customer with care and expertise. Added to this is a rich program of events and personalized activities, starting with the fashion shows in the square, which represent a social moment much appreciated by the citizens of Lugano.
In presenting and supporting this project, you made extensive use of visual, virtual, and social media communication. What are the reasons behind this choice?
"We are facing a truly significant project, with an investment of approximately 50 million francs dedicated to the fashion departments alone. Manor intends to strengthen its position as a national point of reference in the fashion sector, with the goal of offering customers a truly distinctive shopping experience. The need to reach an increasingly wider audience required the use of all the communication tools that are now a daily part of people's lives, especially among the younger generations, but not only."
Do you think this format could be exported to other stores in Ticino and Switzerland, and what will be the next steps in this development?
Manor is continuously developing its fashion offering. All department stores will undergo selective renovations, both to enhance customer appeal in terms of product range (a portfolio of international brands and Manor's own brand) and product appearance and presentation. In each case, the renovations will be tailored to local conditions and customer needs.
She joined Manor at a very young age, later occupying roles of increasing responsibility…
After graduating from university, I began my training directly in the company, where I was able to develop practical skills and grow professionally. I then took on my first managerial roles, leading smaller businesses like the Biasca branch. Over time, my responsibilities expanded, taking me beyond the Gotthard Pass, managing the Pfäffikon store and, subsequently, taking over the Vezia store and, later, the Lugano store. Today, in addition to directly managing the Lugano store, I am the Area Manager for the Ticino and Central Switzerland region.
