Beirut Teatro

The project involved a full-scale renovation of a former cinema-theatre, including major demolition works and structural reinforcement.

The 1,410 sqm showroom brings together two existing monobrand stores, Poltrona Frau and Cassina, along with a new Vitra Store, creating a interconnected retail environment. A theatrical backdrop wraps around three sides, divided into a modular composition of twenty-six exhibition rooms, with single and double heights. At the center, a “virtual garden” defines a space dedicated to outdoor furniture. Lighting design and careful attention to both internal and external communication complete the project.
The former cinema inspires the showroom as a narrative-driven environment, where the visitor is both an external spectator of a staged performances and a participant acrively engaging with the space.