Specializing in the trade of building materials (floor and wall tiles), bath, wellness and kitchen equipment, the BMS group has thousands of product references. How to harmonise its many brands while creating the showroom of the future? To find the answer, Iconia turned to the needs of the customer: to enhance the experience and improve the sales process by integrating digital technology into the new concept. The promise of a unique, dedicated and tailor-made experience, where “everyone becomes an interior designer”. In this new workshop-like space, private customers (B2C) and experienced professionals (B2B) can discover the latest trends, be inspired by the different atmospheres on display and, above all, imagine personalised solutions in real time.