Today, Daniele Ghiselli also serves as the Managing Director of Camera Showroom Milano (CSM), an association that brings together 34 independent showrooms with a strong international focus. CSM promotes joint commercial and branding initiatives, including a seasonal presence in Paris with a pop-up showroom and Artisan Evolution, a project in collaboration with Confartigianato dedicated to emerging artisanal brands.

Over the past year, the showroom has embarked on a major digital transformation, relying on the technological solutions provided by Nicolis Project. The introduction of visual devices, interactive totems, and the Profimax Cloud content management system—designed for centralized, multi-device control—has optimized the entire presentation and sales process, delivering a significantly more advanced showroom experience for buyers.

“With Nicolis Project, we’ve given a real boost to both our image and our commercial responsiveness,” says Ghiselli. “Presenting a collection today requires digital tools: it’s a visual language that’s immediate, real-time, and aligned with each brand’s identity.”
The key benefits include:
– Full autonomy in content management
– Reduced preparation time for sales campaigns
– An enhanced client experience, with full-screen display of collections, even via the integrated B2B website on the digital totem
In the showroom, technology has improved not only the relationship between buyers and collections, but also the communication between showroom and brands. Each brand can independently upload their materials—such as lookbooks or videos—ensuring immediate visual consistency between the physical and digital presentation.
According to Ghiselli, “Sales tools are just as important as the collections themselves. Showing images, videos, and presentations effectively enhances the value of all the creative and commercial work behind them. Even our sales team is thrilled: the workflow is smoother, the message is clearer, and clients are more engaged.”

“With Bposter, we wanted to offer the fashion world a solution that combines technology, versatility, and visual impact without compromising on elegance. This project for the Pepe Jeans corner shows how digital communication can enhance brand identity and transform a space into a dynamic and immersive experience,”says our CCO, Vincenzo Parisi.

The new Bposter is a vertical, modular multimedia digital signage system based on LED technology. It’s one of the key innovations for 2025—perfect for displaying dynamic content in-store or in windows thanks to its versatility.

Modular Configuration

Up to six modules side by side to create high-impact video walls: a flexible and scalable solution, ideal for grabbing attention and enhancing content in retail and event environments.

Suspended Installation

Thanks to dedicated supports, the Bposter can also be installed hanging from the ceiling—ensuring maximum visibility even in spaces with high ceilings or full-height windows, creating a striking, theatrical effect.

Wall Installation

Its lightweight, compact structure allows for safe and discreet wall mounting, blending seamlessly into the surrounding space and keeping the floor clear for displays or customer flow.