The new LEICA point of sale in Rome. This project is expressed though contemporary architectural language, the elegance in every detail, the combination of innovative materials, the employment of light and exhibition of furniture. The combination of the volumes in the false ceiling, as well as the fine variance of different surfaces, reminds one of the concept of lightness and mechanical precision in the theme of the exhibited products. The play of bright lights and the simplicity of the lines focus the visitor’s attention on the core of the store, stimulating their curiosity and at the same time facilitating the marketing communication of this famous brand.