MILAN — Experience, storytelling and community are the pillars on which the Store of the Future (SOTF) project stands.
SOTF started in 2016 with the opening of the sneaker store on the luxury shopping street Via Dei Tornabuoni in the center of Florence. It was founded by Tommaso Maria Andorlini, who was appointed chief executive officer of LuisaViaRoma in 2023. Last year, LuisaViaRoma acquired the firm Holding IT, helmed by Andorlini and parent company of FFW Srl and Playground Srl. The latter controlled SOTF which then became the younger, streetwear brand of the newly formed LuisaViaRoma Group.
“With SOTF, we are deeply connected to the streets, as the communities that drive new trends unquestionably emerge from street culture,” said Andorlini. In fact, the target customer is young people who are active in a street community and seek out the store for its refined, exclusive selection of the world’s top footwear brands, from running sneakers to lifestyle shoes, technical footwear and more. In addition, in 2022, SOTF launched its own sportswear brand which is produced in Italy and employs Japanese nylon for the technical parts.
“SOTF was created with a clear concept: to be the destination where consumers can discover the latest sneaker trends and the newest advancements in sports technology, blending the world of activewear with innovative offerings,” said Andorlini.
Andorlini highlighted the importance of brick-and-mortar stores and other physical activations in building brand awareness and community engagement. The latest is also enhanced by the role of local micro-influencers that have a grip on the potential customers. “That’s where the idea of organizing events for the community comes from. The beauty lies in bringing together people with shared interests to engage in activities they are passionate about, creating a unique sense of connection and alchemy,” said Andorlini, highlighting the role of events in creating memorable customer experiences.
The SOTF store in Via Tornabuoni in Florence.
Courtesy of SOTF
To wit, SOTF recently collaborated with brands such as Salomon for a yoga class and Saucony to prepare its community of runners for the Florence Marathon that took place on Nov. 24. During the summer, the SOTF store in the luxury resort destination of Forte dei Marmi, which opened in 2020, partnered with Autry. “In Forte dei Marmi, we have a mix of diverse individuals, with many customers being seasonal. I would describe it more as a community of shared values, whereas the one in Florence is a community that stays connected year-round,” he explained.
“Ultimately, there is a need for a proactive approach to market changes. You have to build a story around the product you sell, creating experiences that are authentic and not solely digital,” explained Andorlini.
Looking ahead to 2025, Andorlini said that running activities and events will continue and will probably also expand to more outdoor experiences away from the city. The company will also work on further developing the yoga and wellness categories, linked not only to well-being but to the “coolness of the sports world” as well. In addition, the plan in the second half of 2025 is to continue to open units in locations that are connected to the active world.
