Architect：FORO Studio

Location：Piazzetta Tonini, 12, 55042 Forte dei Marmi, LU, Italy; | ;

Project Year：2018

Category：Shops

Always great orchestras made up of musicians of all kinds and heterogeneous instruments have interpreted and realized real masterpieces, giving emotions and amazement to the hearts of lots. An ensemble of talents driven by the same passion towards the realization of a final project that donates their competencies 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. The ensemble combines material and spiritual aspects. 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.

The design of Parah's new boutique of Forte dei Marmi also tends towards this trend.

The project focuses on the brand's identity points, 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 boutiques a sophisticated and welcoming allure, suitable for a contemporary customer experience. The structural and decorative elements dialogue and adapt to the promotion and to the sale.

The boutique’s concept is inspired by the international fashion, of which the brand is naturally part. In order to get to this result, FORO chose to play with contrasts: each hot material is opposed to a cold one. In a balancing act where contemporaneity is the key element, furniture and accessories take place - all of them created to enhance the exclusive character that a historical manufacture of excellence cannot ignore.

The prestigious location and the reduced size of the venue invite to play with the idea of a treasure chest - as if the boutique was the jewel box and the swimsuits the jewels.

The boutique opens onto a semicircular shape that, completely covered in velvet, welcomes the visitor in a warm hug. In the middle, we find a led wall, on which images of the fashion shows and other visual contents, related to the brand, are displayed.

The displays recall the ivory-coloured tubular, the pink-lacquered drawers and the light boxes at the top. At the centre of the venue, there is a monolithic display in Silipol, which contrasts with the lightness of the glass top supported by a light-metallic tubular structure. At the bottom of the boutique, the dressing rooms, separated from the main room by a waiting room that acts as a filter and guarantees privacy.

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