UYN - Unleash Your Nature has opened its first mono-brand store in Asola, an Italian town in the province of Mantua, Lombardy, not far from the head office of its parent company, Treré Innovation. The store is described by UYN as an ”Experience Store,” i.e. “an experiential space to discover natural materials and UYN technologies.” The 250-square-meter location combines product offerings and experiential initiatives. It showcases the entire range of the brand’s shoes and apparel, from winter sports to cycling, running, fitness and outdoor. Sustainability and technological research are highlighted through a sensory journey, guided by explanatory graphics, which is meant to allow customers to discover the natural raw materials and learn the production techniques that are used to make the products of the Italian brand. Customers have an opportunity to touch the castor oil seeds and bio-polymers that are at the origin of the Natex yarn used in its clothing and compare it first-hand with traditional petroleum-derived nylon, for example, or to directly see the herbs that are used for the natural dyeing of the garments. The new UYN Experience Store is also described as a laboratory where customers are given a preview of prototypes and technologies engineered by the company’s R&D center, called AREAS for Academy for Research and Engineering in Apparel and Sport. UYN says it intends to duplicate the model of this first Experiental Store in retail through free-standing own stores and concessions as well as through partnerships with shops that will dedicate all or part of their display area to this innovative shopping experience.