PARRA booth at Imm Cologne by Alan Khadikov, Cologne – Germany

January 28th, 2017 by retail design blog


Everything starts with ABC, the most basic foundation. It makes sense and order of things. It creates a strategy and a pledge that all the rest will grow up and develop. This statement was a primal point when building a concept of a tiny retail space of PARRA brand at Cologne furniture fair. There were 20 square meters and only to show the style and technical possibilities of the manufacturer, so 5 selected pieces of furniture were presented.


“It was a challenging task to create a space to promote isolated and non – contextual objects”, – says Alan Khadikov, a booth designer, – “But each of them is a thing of beauty, a unique character capable to form the space around in a specific way”. The whole work was called “The ABC of well-being” in order to emphasise the role of strong, yet separated parts. And, of course, a lot of graphic elements added extra charm and characteristics, while binding philosophy and function all in one story.


As a result – a review of “a graphic designers’ one day of life” was established. In a manner of a shop window where a bespoke dress is installed: one is passing by and can imagine if this dress suits him or her, what may be improved or remade, and, eventually, customise this dress according to own taste. Well, a personal imagination is the only limit.

Design: Alan Khadikov

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