TIM Group, the largest ICT company in Italy, and Hevolus Innovation, Microsoft's international partner for Mixed Reality, just won the SMAU 2019 Innovation Award with the "TIM Augmented Store" project, a solution based on Microsoft technology to offer multi-device and multisensory mixed reality experiences within the new TIM concept stores. The prize for TIM was accepted by Giorgio Castelli, Head of Services Innovation, and Paolo Snidero, Head of Architecture & Innovation, and for Hevolus Innovation by Antonio Squeo, Chief Innovation Officer, with Dario Lucatti from Microsoft Italia. We thank TIM for the trust they had in us and Microsoft for the constant support.