Spazio forme Parmigiano Reggiano
SPAZIO FORME PARMIGIANO REGGIANO EXPERIENCE STORE
Spazio Forme Parmigiano Reggiano is a site-specific Experience Store, within the largest agri-food park in the world, in Bologna. In Maurizio Lai’s project, the widely appreciated Italian cheese 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 space is spread over a total of 400 sqm. and consists of a reception desk and an interactive area located at the entrance, from which the bar, the gastronomy and the catering departments develop on one side and the actual store on the other one. The separation of the two zones consists of a precisely crafted 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 luxurious showcase, the most valuable parmesan forms are shown and described to the public, then opened and tasted in a daily ritual called the espertizzazione. The luminous wall paneling across the store is also inspired by the brickwork of the ancient dairies of the Emilia territory. The whole fit-out is exclusively designed and custom manufactured. The experience is completed with an audio-visual immersive room, located next to the restaurant area.