The concept for the new Parah boutiques – designed by FORO Studio as art director of the brand – is related to the international fashion allure. The project focuses on the identity of the client, such as exclusivity, luxury, femininity and glamour.

Contemporary is the main theme of the space, and furniture and accessories underline the up to date being of the brand. The starting point of the concept is to play with contrasts: each cold material counterposes with a cold material.

The colour palette, materials and custom furniture system, distinguish the brand and – at the same time – give the right support to the products. The stores have a sophisticated and welcoming allure, which is suitable for contemporary customer experience.

The structural and decorative elements interact with each other and adapt to promotion and sale since – season to season – the products will be the main core of the storytelling.