The most historic store of shoes and clothing for kids in Turin is now renewed, taking the opportunity to define the format of the whole chain. The decision to outline a forest refers to the world of fairy tales and to the original brand name, but without becoming a mere set design. The balance between realism and abstraction has led us to the proper degree of stylization, looking for a playful yet elegant atmosphere. The exhibition system that tends to homogenize the product exposure keeps the overall lightness thanks to a detailed study, which does not include any visible hardware. The softness of colors, the choice of natural materials, the charming feature given by the texture that covers the walls like the crown of several trees, return a welcoming and light impact, thus improving the quality of both the time of purchase and the working hours. The shop window shows the same graphic pattern so as to reflect outside a special effect that is fully coordinated with the interiors. By partnering with the graphic design studio ‘Boumaka’ that has reconsidered the whole brand identity, it was possible to redefine a complete picture of the chain and advertising activities on the store. Currently, two stores have been designed with this format, and adaptations of other points of sale are being explored.