Located at Rue de Grenelle 11, in the heart of Paris’ 6th arrondissement, the brand Art Director Robert Vattilana and Giada Forte conceived the 120 squared space as a physical extension of the brand sensual, timeless and delicate spirit.
“The ForteForte boutique tells as a story told through materials that define atmospheres and sensations. As in a saga, the narration initiated with the Milan boutique continues: the spirit is the same, the interpretation absorbs and shapes the genius loci” says Vattilana.
Position below street level, the ForteForte space find in the sculptural staircase its focal point as well as a multi-functional element able to work as a threshold, a display, a seat and a support. The pink, monolithic first step made in onyx represents the starting point of this lyrical narration of a feminine yet strong universe.
Gray, pink and white curved lines merge together to define the character of the space and merge with the brass surfaces and elements creating a strong sense of harmony and coherence while the quartz details add luminosity.
A curved gold leaf wall contains the warehouse area and the welcoming dressing rooms are closed by frosted brass hinged doors. Sofas and vases add a homely touch; plants are a presence that further enriches the layering of textures
The artistic flair of ForteForte previous store in Milan continues here with the presence of the sinuous silhouette of a seated woman by franco–israeli artist Achiam while ancient stones collected during a journey, like small jade stones and an afghan stone stalactite, reveal again the founders’ love for treasured objects.
Vattilana and Forte manage to create again such a rich, sensual space, where echoes of Carlo Scarpa and Jean Prouvè seem, on one side, to reflect the brand roots and, on the other, pay tribute to the French heritage.
Photographs by Danilo Scarpati.