Interview with Daniele Ghiselli, CEO of his namesake showroom and Managing Director of CSM – Camera Showroom Milano: how Nicolis Project technology has transformed the way fashion collections are presented and sold to industry buyers.
In the heart of Milan’s fashion district, at Via Sidoli 19, lies the Daniele Ghiselli Showroom: 1,000 square meters dedicated to the international distribution of women’s collections, accessories, bags, and shoes.
Internationally recognized thanks to its location in Paris, the showroom has been a reference point for both buyers and brands for over thirty years, known for its ability to scout new talents and promote emerging designers.
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.”
Watch the interview with Daniele Ghiselli
Vincenzo Parisi, Chief Commercial Officer at Nicolis Project, adds:
“We’re proud to have supported the digital transformation of such an iconic space as Ghiselli Showroom, and to have established a partnership with Camera Showroom Milano. With Profimax Cloud and our digital devices, the team works independently, updates content in real time, and enhances the collections while preserving the visual identity each brand requires. It’s a clear example of how technology can amplify the human and creative value of work in a showroom.”
If you work in fashion or luxury retail and want to transform your store or showroom into a more modern, effective, and engaging space, discover what we can do for you.
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