A unique to Singapore concept, InItaly design store, has opened in Ion Orchard.

Created by the European Luxury Lifestyle Co, InItaly sells outdoor furniture and elegant indoor furniture pieces and luxurious lifestyle merchandises designed by Italy’s top designers.

The store’s point of difference is allowing customers to create their own luxurious furniture pieces.

“We are dedicated to offer new living concepts with the widest assortment of products, in a vast range of styles, models and application solutions,” says founder, Italian Cristiano Bonora.

“Our company’s products enjoys an extraordinary client base of architects, interior designers to lifestyle enthusiasts who are outgoing, creative, dynamic, and innovative individuals.

“Our store creates a dream yet to be dreamt, where unique pieces are here to arouse the desire to own them.”

The 93 sqm boutique was designed by Italian architectural group Concettocremisi and styled by interior designer Cristina Nava. Combining ancient heritage and contemporary design, the boutique leverages the combination of fine materials and neutral colours with powerful graphics design of the wallpapers to provide customers an exquisite shopping experience.

Concettocremisi also designed the furniture with one clear picture in mind: They envisioned the pieces sitting in the garden of the Venaria Palace, a space dedicated to relaxation and nature by former royal residence, now a UNESCO Heritage site in Piedmont northern Italy.

Inside the new Ion Orchard store, 70 LED lights can be adjusted to suit the mood and atmosphere of different times during the day.

“The lights further enhance the rich decoration and wallpaper of the store,” the company explains of its interior design philosophy.

“With a cosy space… the store depicts a symmetry of the Galleria Grande visible at the storefront but once you step inside, the entire mirrored wall on the side creates an illusion of the entire magnificent Galleria Grande. The mirror not only adds elegance and light to the store but also creates a double visual impact which maximises the store style.”

Nava, a Milano stylist and interior designer, set out to create a unique shopping experience at InItaly. The wallpaper was designed by Wall and Deco Italy and Nava.

“When you walk towards the end of our boutique store, the antique display shelf wallpaper creates a point of attention perspective, drawing customers to the end of the store and inspiring awe in all visitors.”

Many of the store’s stock is for display purposes only, available only on pre-order to ensure exclusivity – and allow customisation.