More than just shopping

This project is located in Scandiano, in the heart of Italy’s ceramic industry, only 13 kilometres from Reggio Emilia. The town of 25,000 inhabitants lies on the right bank of the river Tresinaro, at the feet of the Apennine hills to the south of the Po Plain. Scandiano is home to a number of historically important figures, including the poet Matteo Maria Boiardo and the biologist Lazzaro Spallanzani. Romano Prodi is perhaps its most famous contemporary son.
The Mariapaola G fashion store is just a short walk from the Boiardo castle in the centre of town. The shop stands out not just for the beautiful clothes on display but for the look and feel of the interior, thanks to which it has become quite a local meeting point and a crossroads for creativity. «My whole life has been driven by my love for challenge,» explains Maria Paola Giovagnoli, the store’s owner, who was born in Rimini and moved to Scandiano for love. «We take a special interest in working with young talent. We focus on Italian clothes and spend a lot of time searching for quality, tailored products at accessible prices.»
The shop, which first opened in 2007, was recently extended and refurbished in a theme of «clothes worn by the environment». The key feature of the new-style store is the floor, finished in Melange colour porcelain tiles from CIR’s Biarritz series. This collection is inspired by the sandy beaches of the French resort, first discovered by Victor Hugo in the middle of the 19th century when it was just a small whaling village. Today Biarritz is a bustling seaside town with a worldwide reputation for refined style, natural elegance, surf and seaside lifestyle. «It all started with the floor. We were fascinated by these tiles, one different from the next, and by their easy-to-combine sizes. They have a great ‘used’ look and seem to have so many stories to tell. We chose the laying pattern ourselves and spent entire afternoons deciding where to put each tile. The shop’s furnishings and colours were then selected to suit the floor.»
The effect of this interior design is fascinating and reveals an attention to detail typical of the world of fashion. Sophisticated variations in colour suggest the beauty of natural stone while textures varying from geometric to floral add variety and create a romantic look accentuated by an original pattern with three different sizes of tile. Above the floor, wood panelling, mirrors, glass and thoughtful illumination help create a sober yet intense atmosphere. This original interior has turned a simple shop into a concept store, in line with the latest precepts of engagement marketing, according to which customers must be offered not just a product but a unique experience rich in emotions and sensations. This is indeed what the shop is all about. Its owner is happy to explain how the business has grown thanks to a close relationship with customers. Mariapaola G is not just about selling dresses or accessories, but about people, the community, and cultural and emotional communication.