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Emporio Sirenuse Nuovo

Positano, Italy
See Project Details
Completed April, 2023

Inspired by the incredible sea views from the Le Sirenuse hotel opposite the stores and impeccably curated creativity of the Emporio Sirenuse brand, Rosseel Studio took on the challenge of creating elegant, yet intimate spaces within the boutiques’ tiny footprint, capturing the welcoming spirit and understated style of the Sirenuse family in a spontaneous blend of classical and contemporary elements. In the Women’s Boutique, floating glass shelves eliminate clutter, echoing the light-filled greens of the Tyrrhenian Sea, while integrated storage solutions like the wooden carabottino cabinet lining the back wall – reminiscent of yacht design and the architectural detailing of Carlo Scarpa – both optimize storage capacity and serve as a hanging display thanks to specially designed hooks sourced from the Belgian goldsmith, Maison Vervloet. The boutique’s sinuous brass racks add wave-like movement to the space, while a treasure chestlike jewelry display in red Travertine and selection of custom-craft ceramic stools, vases and wall sculptures by ceramic artist Prince of Sun – all inspired by the myths, and legends of the Amalfi coast –, bring unique ambiance to the interior. Made of extra-thick glass with brass pins, the illuminated central display table pays homage to those designed by Pietro Chiesa and Gio Ponti for Fontana Arte, while the original handpainted ceramic tile floors and sculptural Aqua Creations chandeliers remain as iconic fragments of the original space.

As a testament to the brand’s focus on creative collaboration and desire to bring local traditions into the world of contemporary style, all custom millwork was master crafted by expert Italian craftsmen, while the lighting design was executed by Herve Descottes of L’Observatoire International.

Carla Paravicini Sersale expressed her delight with the transformation, stating:

“The restyling of our flagship stores is a celebration of elegance, tradition, and innovation. Rosseel Studio has masterfully captured the essence of our brand, creating spaces that blend classic and contemporary elements effortlessly. We are thrilled to invite our clients to experience these inspiring spaces as they host many exciting new season’s to come in Emporio Sirenuse.”

Client: Carla Paravicini Sersale, Emporio Sirenuse

Lighting Design by L'Observatoire International.

Ceramics by Prince of Sun.