In the main street of the garden city of Italy, Varese, there are 4 concept stores signed Base Blu. Each boutique has characteristics that make it unique: the women’s boutique boasts shops-in-shop by Bottega Veneta, Celine, Chloé, Dior and Givenchy enclosed in a sixteenth-century “Broletto” (Town hall); the men’s boutique is set up with DimoreStudio interior items, showcasing streetwear and a more formal space; Base Blu Accessories has a corner dedicated to Dior Homme while Blu is housed in a building entirely dedicated to Saint Laurent and Valentino. Thanks to the diversity of the boutiques it has been possible to create an unmistakable identity for each one and to direct customers towards the most suitable selection for them. Although they are distinct, they maintain a common thread that unites them all: thus making the precision of buying satisfying to those customers who after all these years have become “family”. In an attempt to enlarge our prospects, a digital project was born, which saw the relaunch of e-commerce www.baseblu.com and its desire to offer a worldwide shopping experience of a luxury concept store that puts the customer first.