ALO Diamonds in Prague: A Floral Interior by Marcel Wanders

A central display and floral carpet establish the flagship’s main composition. Images courtesy of Marcel Wanders.

For the ALO diamonds flagship in Prague, Marcel Wanders placed jewellery within an interior shaped by flowers, reflection and soft curves. The studio dates the project to 2022; its supplied photographs record a pale boutique on Pařížská, with a dense floral carpet running beneath display furniture and seating. A restrained architectural palette allows the floor, crystal lighting and merchandise to carry the visual detail.

A boutique with the scale of a room

The commission followed Marcel Wanders’ work on the Halada shop in Bratislava in 2019. In Prague, the studio developed a boudoir-inspired setting in beige and white. The photographs show generous curtains, dark upholstered chairs and small tables alongside the vitrines. These elements establish places to sit and look closely, bringing a domestic scale to a space organised around the presentation of jewellery.

Low seating groups introduce a more intimate scale within the retail space. Images courtesy of Marcel Wanders.

The carpet is central to that relationship. Large flowers cross between the seating and display areas, connecting furniture groups that might otherwise read as separate islands. Its variation in colour and scale contrasts with the repeated pale niches around the walls. The floor supplies movement; the wall treatment provides a steady rhythm against which individual objects can be examined.

The pale envelope holds together the freestanding displays and patterned floor. Images courtesy of Marcel Wanders.

Lighting, mirrors and display

The studio’s project description identifies several designs drawn from its wider collaborations: the Perseus chandelier for Barovier&Toso, Le Roi Soleil for Baccarat, carpets for Moooi Carpets and mirrors for Fiam. Here, these objects form part of a complete interior. Crystal and mirrored surfaces extend the theme of reflection already present in the glazed counters, while their varied forms keep the composition from becoming uniform.

Sculptural lighting and transparent vitrines place different kinds of reflection in dialogue. Images courtesy of Marcel Wanders.

Curved, freestanding displays organise the central floor area. Their transparent upper sections keep the jewellery visible across the room, while more substantial bases give the counters a clear physical presence. Wall niches offer a second, more contained display format. The two arrangements create different distances of viewing within the same boutique, from an overview of the room to an encounter with a particular piece.

The flagship occupies a corner frontage on Pařížská. Images courtesy of Marcel Wanders.

The corner frontage places this interior within Prague’s Pařížská streetscape. The exterior photograph records jewellery displays visible through the windows, connecting the shop’s presentation to the pavement. Inside, the pale walls and strong floral ground give the boutique a consistent identity from one viewpoint to another.

Floral imagery recurs across the floor and the presentation wall. Images courtesy of Marcel Wanders.

The project shows how a small set of repeated elements can organise an expressive retail interior: flowers carry colour, pale surfaces provide continuity, and glass and crystal introduce depth. Interior design: Marcel Wanders for ALO diamonds, 2022. Photographs supplied by the studio are captioned 2023.

Sources: Official project documentation.