Eutopia, the submitted thesis research, concerns an intervention for the commercial area of the outlet managed by the McArthurGlen company located in Serravalle, Piedmont, IT. The design process aims at creating a schedule of temporary events and artistic installations, managed by different fashion brands, in order to offer the client something different in each of his visits and always provide him a different reason to return.The strength of the proposal lies in the extemporaneous and non-invasive duration of the interventions that would not affect or damage the aesthetics of the place; a new scenario built in the existing one, a “graft” in the original structure that does not alter its identity. The research attempts at finding answers to these following questions: what relationship can the urban context of Serravalle establish with the one belonging to the fashion brands? Can these two worlds be connected to find a way to strengthen each other?