Parah (Italy)

06 July 2018

For the Italian inauguration of its new concept boutique, Parah set its sights on none other than Verona, the city of art and love known throughout the world –an apt setting for a venue that is as much a masterful showcase as a shop.

Atmosphere, colors, layout, products: the new concept guides the visitor to discover the world of Parah by offering a complete, modern and multi-sensory shopping experience, with a touch of the cosmopolitan. ❤ We love the space’s contemporary vision, brought to life by a perfect mix of contrasting materials and dusty tones: highly distinctive, these same style codes will be tailored to each shop location. The first store designed according to this new concept was inaugurated on April 20th, 2018, in Verona, near the famous ancient arena. Housed in a building protected by Italy’s Superintendance of Cultural and Fine Arts due to the presence of roman ruins in the basement, the interior of the shop has an intimate, privé feel. The velvet evokes elegance and refinement, while the powder pink is a nod to the color of bare skin. Exposed horizontal structures, porous on the surface with a smudged chromatic effect, simulate a sense of touch, while vertical aluminum casings draw focus to the illuminated polycarbonate niches and the outfitted mannequins within, standing out against the pink laquered backdrop. Today there are two stores designed according to this sleek concept; in fact, on April 25th, just a few days after the inauguration in Verona, Parah opened another shop in Forte dei Marmi, Tuscany’s seaside resort town. Parah already has plans to bring its concept abroad.

Sales area 860 sq ft over two floors