stone, steel, and concrete converge in studioboom’s bold milan showroom for paris texas

steel, stone, and concrete define studioboom’s interior in milan

Building on their previous temporary showroom for the brand, Studioboom introduces a fresh space for Paris Texas in Milan’s Foro Bonaparte 22. Visitors step into a futuristic stainless steel tunnel that opens into a cavernous room defined by Juparanà granite, a material traditionally reserved for surfaces but here taking on an architectural role. The architects transform the double-height interior into a hangar, stripping it to its core and reconstructing it as a composition of steel, stone, glass, and concrete. A dusty pink carpet grounds the space, offering a soft contrast to the bold materials around it. Each material in this palette amplifies the other to create an immersive expression of the brand’s identity.

The Milan-based team of Studioboom uses Juparanà granite as a dominant architectural element for the first time alongside stainless steel, a material that clads their bespoke design pieces tailored exclusively for the brand. 

A monolithic stone table anchors the meeting room, enclosed in stainless steel and glass like an aquarium. A circular sofa, upholstered in the brand’s signature Texas Rose nubuck, forms the central focal point in the showroom. Adjacent to the meeting room, a custom-made glass bookcase hosts the archive of the brand and doubles as a display for exclusive pieces.

The designers intergrate the mechanical systems of the showroom within stainless steel columns stretching from floor to ceiling, marking different sections of the displayed collections while serving as structural and functional elements. This new space hosting the Paris Texas showroom unfolds as an exhibition, where every element contributes to a refined expression of the brand’s identity, creating a setting that feels intimate and distinct.