Parra Furniture Store & Visual Merchandising by Alan Khadikov, Moscow – Russia

December 16th, 2015 by retail design blog

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

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5 thoughts on “Parra Furniture Store & Visual Merchandising by Alan Khadikov, Moscow – Russia

  1. Stef says:

    Really nice work from Alan! The furniture store looks beautiful

  2. Kumar Vishal says:

    Very unique & awesome work. It does look beautiful.

  3. euroshop says:

    Good shop fronts fitting and design.
    Marvelous look is given.

  4. Sam Fisher says:

    I love the way they did up the visual to go with the merchandising, well done! If owned a store like so, I’d probably have something similar done. This way, I can be sure that my customers know exactly what they are buy and a bit about it.

  5. Dear friends,
    I really appreciate your kind and positive feedback. Your professional opinion is highly estimated and makes me proud. Thank you all

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