SPAZIO FORME – Parmigiano Reggiano Experience Store

Spazio Forme Parmigiano Reggiano offers the public an immersive Store Experience, presenting its complex reality in such an innovative and extensive context as the Fabbrica Italiana Contadina (FICO), Eataly World.

In Maurizio Lai's project, the whole wheel of Parmigiano Reggiano cheese looks like a jewel, enclosed in a highly detailed ambience, which aims to enhance the preciousness of its ingredients and the mastery of its production.

The space is spread over a total of 330 sqm. and consists of a reception and an interactive area located at the entrance, from which the bar, gastronomy and catering department develop from one side and the actual store on the other one.

The separation of the two zones consists of an original installation, which re-proposes the traditional shelving, or scalera, used in the dairies, applying mirrors and light to create a play of multiple reflections, emphasizing the verticality of the concept.

In this luxurious showcase, the most prestigious cheese wheels are exhibited and offered to the public with a daily ritual called the espertizzazione. The luminous wall panels decorating the store are inspired by the brickwork of the ancient dairies of the Emilia territory, as well.

The Narrative of Parmigiano Reggiano unfolds in many ways throughout the Store: to build a Food Culture combining entertainment with information and a tasting experience is the main purpose of this specific project and Spazio Forme is part of a long term educational project, started with the Parmigiano Reggiano Musem of Soragna, in the Parma province.

A Wide Projection Screen, a Tablet Based Library, 3 Multitouch Totems, an Interactive LED wall, 2 Touch Tables and a Digital Kids Area have been installed as multimedia & Interactive Store features.

The experience is completed with an immersive room, located next to the restaurant area.

The project forms part of the Parmigiano Reggiano Retail Experience and Space Branding, in partnership with the Parmigiano Reggiano Consortium.

Design & Direction: Maurizio Lai
Project Assistants: Matteo Bonfanti, Matteo Guidetti