Juxtaposing things of routine and their metaphorical senses is a key feature of Moscow-based interior designer Alan Khadikov. This time he examines Parra’s DNA – a furniture brand from Lithuania – coming to its target audience with a new collection of the items of home living and lifestyle.
Despite the spirit of Parras’ icons – aimed to embrace the taste and aspiration of conservative people – the installation context and the space were to break the boundaries of ordinary perception. The rough loft previously used as a public swimming pool was chosen as a showcase for well designed, well finished and well manufactured items so customers could read more layers of the story behind the process of creation, people’s thoughts and efforts put together to construct them and bring to life.
“We decided to compose a cover of a fashionable magazine – says Alan – so customers could literally read a story in both 3D and graphic formats. It’s easy to perceive, it’s familiar to everyone to do, it fits so much people’s everyday behaviour. They all know how to cope with it. But actually the basic aim was to make people feel and taste the furniture using all that recognisable codes”.
Design: Alan Khadikov