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Parah Boutiques by FORO Studio; Italy

Our project for Parah’s boutiques focuses on the brand’s identity, such as exclusivity, luxury and femininity. The colour palette, the materials and the new system of furnishings distinguish the brand giving the right communication support to the products – donating to the stores a sophisticated and welcoming allure, suitable for a contemporary customer-experience. The structural and decorative elements dialogue and adapt to the promotion as well as to the sale.

The concept is inspired by international fashion and plays with contrasts: each hot material is opposed to a cold one. In a balancing act where contemporaneity is the key element, furniture and accessories find a place naturally. The prestigious locations and the reduced size of the venues invite to play with the idea of a treasure chest – as if the boutique was the jewel box and the swimsuits the jewels. Each element strives to enhance the exclusive character of this historical manufacture.

What makes this project one-of-a-kind?

In a balancing act where contemporaneity has a key role to play in, furnishings and accessories have been created to exalt the user’s sensorial experience. The materials have been chosen by playing with contrasts: a cold material as opposed to each hot material. The fabric on the walls is opposed to the horizontal displays in Silipol, a stone compound made of porphyry, granite and fine-grained marble bound by high-resistance white concrete. The material – with an exceptional stained chromatic effect – is cold, but it is characterized by a pleasant velvety and porous hand, which stimulates the touch.

The muffled environment presents an intimate and reserved allure, suitable for the product category for sale. The type of fabric ensures that the venue has a sophisticated appeal while its pink shade is a reference to the colour of bare skin. This way, the shopping experience recalls a feeling of naturalness and calm.

About the authors

Great orchestras have always been made up of musicians of heterogeneous instruments and have interpreted and realized real masterpieces, giving emotions to the hearts of many. An ensemble of talents driven by the same passion towards the realization of a final project moving in harmony with each other. FORO Studio moves in the exact direction embodying the concept of ensemble: five Milanese professionals, operating in the field of design, which combine their unique skills to create exclusive and tailor-made projects.

Art Direction, Brand Identity, Interior & Exhibition Design, Product & Graphic Design are only some of the main operational fields that FORO Studio develops and realizes through an innovative and multidisciplinary approach that blends the concepts of materialism, ethics and spirituality. Attention to the use of eco-friendly and cutting-edge materials as well as the application of strategies in constant dialogue with the client aim at creating a unique image giving body and soul to every project, always tending to search for cognitive, emotional and sensorial experiences in order to dialogue with people.

Text provided by the authors of the project.

Credits

Architecture
FORO Studio

Client
Parah srl

Year of completion
2018

Location
Verona (Veneto, Italy) and Forte dei Marmi (Tuscany, Italy)

Area
Verona 80 m2
Forte dei Marmi 46 m2

Photos
Francesco Romeo

Project Partners

OK Atelier s.r.o., MALANG s.r.o.

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