As the second iteration of the Retail Concept, the new Rome location of Poste Italiane merges characteristic Italian design elements with the latest advances in customer support technology. The image of the post office occupies a key position in the collective imagination and the daily life of its users who administer public and private services at the 13,000 locations across Italy. As the use of technology for services which required tedious processes in the past is becoming more and more diffused in society, the design takes advantage of digital mechanisms that smooth out the experience of the users of the physical space. At the Italian ‘post office of the future’, a color palette based on marble used in old churches – white Carrara with accents of beige Botticino and grey Bardiglio – coexists in harmony with chips called near-field communication tags that open specific Web pages on a smartphone that is brought in their field.