Spazio Forme Parmigiano Reggiano
Studio: Maurizio Lai Architects
Project: Spazio Forme Parmigiano Reggiano
Location: Bologna, Italy
Category: Commercial Retail
Credit: Matteo Guidetti
Spazio Forme is a site-specific Experience Store, built within the largest agri-food park in the world, FICO Eataly World in Bologna.
In Maurizio Lai’s project, the Parmigiano Reggiano is presented like a jewel, enclosed in a highly detailed ambience, which aims to highlight the preciousness of its ingredients and the mastery of its production.
The store is conceived as a little museum in itself, where the product is explored in its many dimensions: historical, cultural, gastronomical and emotional.
It consists of a reception desk and an interactive area at the entrance, from which the bar, the gastronomy and the catering departments develop on one side and the actual shop on the other one.
Dividing the two zones is an installation, which interprets the traditional shelving (scalera) used in the dairies, by applying glass, mirrors, laser cut metal and lights to create a play of multiple reflections.
In this imposing showcase, the most valuable parmesan forms are exposed to the public, then opened and tasted in a daily ritual.
The luminous wall paneling across the store is also inspired by the brickwork of the ancient dairies (caselli) of the Emilia territory. The whole fit-out is exclusively designed and custom manufactured, so is the lighting design, a key feature of the project.
The experience is completed with an audio-visual immersive room, located next to the restaurant area.