Pewex and Nicolis Project: tailor-made innovation elevating in-store communication

In the heart of the CinecittàDue Shopping Centre in Rome, Pewex Supermercati has inaugurated a new era for in-store communication. In partnership with Nicolis Project, the store has adopted a system of custom indoor LEDwalls, marking a decisive step towards the complete digitalisation of its display spaces.

The primary goal of the project was to move beyond the static nature of printed materials in favour of fluid and versatile communication. The new LEDwalls are not simply high-impact advertising spaces for promotional offers — they also serve as an effective institutional communication tool for the supermarket itself.
This technology allows Pewex to showcase its exclusive services and significantly enhance the customer experience. A concrete example is the wine cellar area, where the LEDwalls signal the presence of dedicated staff ready to guide customers in their wine selection, turning a simple purchase into a moment of expert consultation.

The project focused on tailor-made solutions, designed to integrate seamlessly into the architecture of each department:
– Deli Counters: 5-metre linear LEDwalls that highlight the excellence of fresh products.
– Wine Cellar Area: Custom installations (3.5 and 7.5 metres) that transform the department into a modern and engaging environment.
– Checkout Exit: Two 5-metre screens strategically positioned for the final visual touchpoint with the customer.

Through the Profimax Cloud platform, content management has become centralised and immediate. This allows Pewex not only to communicate active promotions, but also to strengthen its branding and promote value-added services — such as its Fidelity Card programmes — improving the customer journey and making the store a dynamic, always up-to-date destination.

As a member of the Pewex management team, David Cetorelli states:
“We chose LEDwall technology to send a strong signal of innovation. These screens have become the heart of our institutional communication: they allow us to enhance the Pewex brand and give the right visibility to our Fidelity Card and the services dedicated to our customers, making the shopping experience far more modern and seamless.”