The concept for the new Parah boutiques, designed by their new art direct FORO Studio, shows the international fashion, of which the brand is naturally part. The project focuses on the client's points of view, such as exclusivity, luxury, femininity and cool glamour.

In a balancing act where contemporaneity has a key role to play in, furnishings and accessories have been created to exalt the character of a historic manufacture. To do this, it was decided to play with contrasts: a cold material as opposed to each hot material.

The chosen colours palette, the materials and the new furniture system distinguish the brand by giving the right storytelling to the products - providing the boutiques with a solid and welcoming allure, suitable for a contemporary customer experience. The structural and decorative elements dialogue and adapt to the promotion and sale, since from season to season, depending on the merchandising, the products must be the only true focus.