The luxury fashion brand Parah has entrusted the design of its new boutiques of Verona and Forte dei Marmi to the Milanese FORO Studio, former curator of the acclaimed staging “Fenoména” at Milano Design Week 2017. Of that feminine experience remains the attention towards a sensual mood veined with sensuality: an enveloping pink velvet and marbles stained by the porous surface that stimulates the touch.
The concept store in Verona presents a padded pink paneling – a reference to the bare skin highlighted by Parah swimwear - that is organized according to vertical modules that give rhythm to the space. The horizontal stands in Silipol, a stone compound of porphyry, granite and marble bound by white cement, contrast a cold material to the warm tones of the environment. Pink and Silipol are also taken up in the smaller store of Forte dei Marmi, conceived as a treasure chest that preserves the swimsuits-jewels.
The semicircular shape of the space seems to close in an embrace while on a central ledwall Parah’s visual contents flow and a series of light boxes in alveolar polycarbonate shows other "jewels". It is a design that embodies the brand spirit and welcomes, seduces and cuddles the woman who enters.
- FORO Studio
- Verona and Forte dei Marmi