IN Madrid, a flower shop promises visitors a multi-faceted, sensorial journey
Canobardin has formulated an exterior and interior retail experience for Mon Parnasse, a new franchise of flower shops
The name of the brand gives one key feature away: the fragrant destination is inspired by Parisian flower markets and gardens. This being Mon Parnasse’s first location, Canobardin collaborated with brand design agency Woz’ere to develop the visual identity of the space (and those to come). Framed as a flower market, the exterior showcase has the role of enticing customers in. Its façade comprises a painted pine-plywood frame, built to mimic a Parisian storefront; a long, vertical awning protects the walkway in front. Once inside, customers are greeted by a ‘secret garden’ with a clouded blue sky overhead. The space takes shape thanks to a composition of modules that serves as hedging – shelves, bars and pot supports hang from these perforated structures. The designers focused on optical effects and illusive geometry for the warm-LED-lit interior, which culminates with a large floor-to-ceiling mirror that reflects the spatial landscape back at visitors.
Canobardin’s approach amplifies the joy of selecting and eventually bringing a little slice of beauty to your own – or someone else’s – space. A floral respite in the middle of the city, the dreamy interior indulges one in a momentary fantasy. We wonder, though, if a different material could have been more effective for the modules: the perforations, while functional and defining, seem to distract slightly from the plants and flowers themselves. Otherwise, the mix between storybook and sleek features works particularly well here.