The restyling of 16. Concept Store in Turin, designed by Liquidostudio in collaboration with fashion designer Elena Pignata, develops a project based on care as both a daily practice and a design approach. The retail space becomes an evolving environment where retail design, interior design, fashion and art converge within a flexible system conceived to adapt over time without losing its design coherence.
The layout shapes a retail space in constant transformation
16. Concept Store moves beyond the traditional commercial function to become an experiential and narrative space. The project interprets the store as a dynamic organism, able to evolve with the contents it hosts and with the needs of the client.
The entire environment is conceived as an open scenography in which no element is fixed or definitive. This approach makes the space reconfigurable and encourages a more direct relationship between architecture, product and visitor experience.
Furniture and display systems make the concept adaptable over time
The project is developed through a series of movable elements and display systems designed to be modified and recomposed. Furniture, surfaces and exhibition structures do not define a permanent configuration, but form a flexible platform able to accommodate new display needs.
This approach reflects Elena Pignata’s creative process and interprets retail design as a living space, intended to transform while maintaining a strong design identity.
Materials, colour and light build the identity of the space
The identity of the intervention emerges from the balance between essential geometries and a decisive use of colour. The surfaces define a recognisable material presence, while the colour palette shapes the atmosphere of the entire environment and guides the perception of the space.
Technical lighting models volumes and surfaces, strengthening the readability of the interior and accompanying the path through the different display areas. Bespoke furniture and display systems create an essential composition that remains expressive without relying on unnecessary elements.
Artistic installations expand the narrative of the concept store
The identity of the space is reinforced by the large artistic banners created in collaboration with Giorgio Rubbio. Rather than decorative elements, they operate as narrative devices that introduce gesture, tension and material depth into the environment.
Their presence opens the space to future artistic collaborations and strengthens the evolving character of the project, which is designed to welcome new contents while preserving conceptual continuity.
Interior design, fashion and art define a more conscious experience
The project interprets the space as an “inhabitable sculpture”, where interior design, fashion and art converge in a coherent system. The environment invites visitors to slow down and establish a more attentive relationship with objects, space and the time spent inside the store.
Care, understood as both a daily practice and a design method, becomes the principle that connects architecture, display and experience, defining a concept store capable of evolving without losing its identity.
Location: Turin, Italy
Interior design: Liquidostudio
Client and creative co-direction: Elena Pignata
Art intervention: Giorgio Rubbio
Lighting project: Traiano Luci
Photo credit: Serena Bascone