Pantone, an X-Rite company, the worldwide authority on color and supplier of professional standards for the design sector, opens its first concept storein the world in Milan. Located at Corso Magenta 5, Pantone Universe is the first store to offer all the consumer products of the brand. The latest collections, limited editions, trends and novelties in the world of color, together with a selection of professional design products, all in a single place. A pure white, modern, linear and innovative decor reflects the brand’s philosophy and image, while highlighting the colors and forms of the products. The concept store, designed by Sara Giglioli andLuca Trazzi, has LED lighting to provide accurated perception of hues. The dominant feature of the location is the use of white. Thanks to a special treatment that makes surface iridescent, a completely new comprehension of color becomes possible: in a total white, pure space, visual perception of every single nuance is unique and uncontaminated. The Milan store is an integral part of a global development strategy taken forward by Roberto Ruzzante, director of special Pantone Universe initiatives and licensing. The concept store comes in the wake of the success of the Pantone Hotel opened in Brussels in 2010, and the Pantone Beachwear store opened in Saint Tropez in 2012.