The customer’s request for this project was to redefine in Stoney Street, in London, a Pulia store, already launched in Milan, Florence and New York. The project aimed to review the spaces, maintaining some key elements of the interior design, such as the counter and the symbol that represents the brand: a Pumo. The store’s mission is the promotion and the sale of the best products coming from Puglia. Starting from this project, the architect Fabrizia Frezza worked to bring out, also in the structure, the true spirit of the Italian typicality by giving Apulian products a location where the origin wouldn't be lost. “I customized the tables creating elements composed by wooden boxes, iron and applying a glass surface; for the social table, in the center of the area, I used as base two ladders". In the style study, typical Apulian materials have been privileged, such as the fireplaces and the local stone, from Lecce, used for the walls. Also the lamps and each element that composes the interior design are handmade and custom designed, except for the counter, a common mark for every Pulia store. The choice of sand colored fabrics contributes to create a simple, authentic and cozy feeling.