04 PRANCA SALA
EXPERIENCE & SPATIAL DESIGN


IN COLLABORATION:
GUIJO STUDIOS
MOSS DESIGN STUDIOS RENTAL


PHOTOGRAPHY BY: KIT KAT PAJARO & SIMON TE Warm meets honest, when we created the pop-up for Pranca. The brand’s first ever IRL pop-up required a translation of the brand’s values into a space that is seen, touched, and felt.

How does a brand literally hold space for people? I was never much of a fan of the run-of-the-mill retail experience. It felt dry. I believe that retail deserves to be an extremely intimate touchpoint — not just a mere adaptation of the online shopping experience.

For SALA, we created a space that allowed people to look, ponder, and converse. We designed the space in a way that allows for some sort of theatrical intimacy. A natural flow for people was created to showcase the various collections — each with its distinct narrative. A “second sun” was created in the space to balance the flow of energy and create a weighted point of interest to what otherwise would be a flat area of the room. Various commentaries that materialized the collections naturally gave people something to, see, touch, smell, hear, and taste.




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In gentle connection.