Merlata Bloom Milano: The New Lifestyle Center in North-West Milan
In collaboration with Nhood, a real estate services company, we designed and developed the website for Merlata Bloom Milano, the innovative lifestyle center inaugurated on November 15, 2023. Located at the heart of Italy’s largest urban transformation project in the north-west quadrant of Milan, Merlata Bloom Milano is a tribute to sustainability and daily living.
Design and Sustainability
The center, designed by CallisonRTKL, meets the highest standards of urban planning, promoting responsible consumption and a positive impact on the territory from both environmental and social perspectives. Its iconic architecture aligns with the principles of the European DNSH (Do No Significant Harm) taxonomy, establishing itself as a new ESG (Environmental, Social, and Governance) excellence hub. The spaces at Merlata Bloom are familiar and comfortable, designed to encourage meeting and socializing: a place of sharing that reimagines leisure, socialization, well-being, and the relationship with nature.
The project’s significance is also evident in its numbers: with 210 commercial units, including 43 food & beverage units, 11,000 square meters dedicated to sports enthusiasts, 10,000 square meters dedicated to entertainment and culture, and an Esselunga superstore, up to 3.6 million potential customers are estimated, both for the physical mall and its digital component.
Website Development
We designed and developed the website for Merlata Bloom Milano to connect consumers and merchants in an always-accessible digital ecosystem. The site is not just a showcase but a complete digital platform offering a range of innovative services:
- Boom Club: A community offering exclusive access to services, initiatives, contests, events, and news from Merlata Bloom.
- Bloomtasty: Allows visitors to create their takeout menu by choosing from various brands and placing a single order.
- Hands-Free Shopping: Visitors can leave their purchases in-store, and Merlata Bloom staff will deliver them to the selected pick-up point.
- Find My Car: By entering the license plate number, visitors can view the exact location of their vehicle in the parking lot. No more endless searches after a day of shopping.
- Cinema: Integrated programming of the 10 NOTORIOUS Cinemas screens, with the ability to purchase tickets online.
A Phygital Shopping Experience
Centralizing services in a single touchpoint makes visiting the center an organized and complete experience. Merlata Bloom Milano establishes itself as a valuable entity in the phygital retail landscape, combining the convenience of digital with the physical shopping experience.
The collaboration with Nhood and the development of the Merlata Bloom website highlight our commitment to innovation and sustainability. Merlata Bloom Milano represents a perfect example of how digital can integrate with the physical world to create an unprecedented shopping and daily living experience.
