love-r boutique 2.0

Love-R Boutique 2.0 opens its second sales outlet in the heart of Fano, along the prestigious main historic street. in the heart of Fano, along the main historic street. We have conceived this space, with great attention to detail, to offer a unique experience, where timeless beauty blends harmoniously with sophisticated design.

the dialogue between past and present: architecture and conservation.

The design challenge was to insert a modern and distinctive brand within a historical context of great value, without distorting its essence. The result is a sublime harmony between old and new, a balance that elevates the shopping experience to something deeper.

We chose to preserve the original iron shop windows that look directly onto the historic centre. These are not just display openings, but real portals that invite the passer-by to peek inside, creating a visual and narrative connection between the elegance of the interior and the liveliness of the urban fabric outside. Their texture, the mark of time, becomes an intrinsic design element that lends character and authenticity.

Similarly, we have maintained and enhanced the existing original terracotta floor. Its surface, with its natural imperfections and warm tone, provides a tactile and visual base that roots the new space in its history. This element was not seen as a limitation, but as an opportunity to instil warmth and a sense of welcome, contrasting and at the same time enhancing the modernity of the furniture and displays. The decision to preserve these pre-existing textures testifies to a design philosophy that respects the soul of the place, integrating it into a contemporary vision.

a studied exhibition route: from detail to setting.

The spatial organisation of Love-R Boutique 2.0 is designed to guide the visitor through a sensory and inspirational journey on two distinct but fluid levels:

On the ground floor is the Exhibition and Reception Sphere. This level is the boutique's calling card. Here, the design focuses on enhancing the individual product. The displays have been custom-designed, with obsessive attention to detail, to enhance the exclusive stabilised roses, refined gifts and high-quality furnishing accessories. Every element, from shape to finish, is designed to serve as a perfect frame for the objects, inviting discovery and desire. Lighting plays a key role, emphasising the textures and colours of the products, creating an inviting and sophisticated atmosphere from the first step inside.

On the First Floor, the Ambientations and Living Inspiration are organised. Ascending to the upper floor, the concept evolves from display to true inspiration. This space has been transformed into a series of carefully designed settings, small “mood rooms” that suggest how the elements of Love-R Boutique 2.0 can complement and enrich a domestic or professional environment. Here, the customer does not simply admire an object, but imagines it in a real context, perceiving the harmony and style it can bring. These settings are not static, but dynamic and designed to stimulate creativity and offer concrete solutions for classy interior design.

the protagonist colour: the visual soul of the brand.

Colour is the real star of Love-R Boutique 2.0, a bold and distinctive choice that pervades every corner of the space. It is not a simple colour palette, but a true visual communication strategy that comes to life from the foundations of the company's coordinated image. Each shade has been carefully selected to reflect the brand identity: from the elegance of the stabilised roses to the sophistication of the objects.

Whether in the eye-catching shop windows, designed to catch the eye and anticipate the interior experience, or on the walls that define the rooms, or on the furnishings chosen and created, colour creates visual continuity. This holistic approach to colour helps to define the atmosphere, guide the customer's path and evoke feelings of beauty, luxury and serenity. A colour balance has been designed that, while vibrant and characterising, maintains a refined restraint, enhancing without overpowering the beauty of the products on display.

Love-R Boutique 2.0 in Fano is an excellent example of how an architectural project can not only create a functional space, but also tell a story, evoke emotions and reinforce a brand identity, all while respecting a historical context of inestimable value. A unique place where design meets timeless beauty, inviting you to discover it.

architecture
customer: love-r by ilaria cianci
dimensions: 170 sqm
project:francesco valentini architect
place: fano (PU) - Italy
year: 2021