Joalharia do Carmo — Rua das Flores

Interior design project for Joalharia do Carmo in the historic centre of Porto. The project stems from the challenge of deconstructing the closed and intimidating world of a jewellery shop and reinventing it as a magical territory of discovery and emotion.

The shop presents itself as a sensory circuit, without a fixed route, where the art of filigree is revealed in multiple expressions — from the most traditional component to contemporary reinvention. We were challenged to make filigree a living language, capable of engaging with the present.

A space of 130 m² within a narrow and deep structure, a determining condition in defining the concept. Instead of revealing everything immediately, we proposed a gradual, almost cinematic discovery.

Access to the commercial area is through a portico that sets the tone for the project: layered, overlapping colour with strong saturation.

Under a tent-shaped silk ceiling, which descends to the walls throughout the shop, the space is divided into four acts that the visitor can explore in any order they prefer: the Viana Hearts in a pop register, the Elements of Nature in a garden of oversized flowers, Innovation and Capsule Collections in a central capsule, and High Jewellery in an intimate setting of noble materials and warm tones.

Each zone reveals a distinct experience — visual, tactile, and emotional — and this sequence of stimuli creates rhythm, curiosity, and movement. Nothing is obvious at first glance: the experience unfolds slowly.