AUTUMN//WINTER 2017 25 CLAUDIO DALL’ERA, general manager, Fabriano Boutique says: What’s the ethos behind the design and layout of the flagship store? The store is meant to be a place where people can touch and smell our paper products and leather goods; a place where they can experience the heritage and tradition of a brand which was established in 1264. We have tables without edges to allow the visitor to freely move in the shop and in the store, paper butterflies are hovering about to show that from a simple blank sheet of paper can spring beautiful ideas. The shop plays an integral part in our brand identity and positioning. Is there an emphasis on interactive display? We really love people to touch Fabriano Boutique products so we always ask people to take a moment to feel the touch of the paper or enjoy writing with a fountain pen. Also children are more than welcome! What other add on experiences are there?  We really do not want to be just a stationery store. We rather prefer to be a spot where people can ‘do’ something. We deliver calligraphy courses and origami classes on a regular basis and from time to time we also host young and talented artists. Their masterpieces of art will be on our shelves and also in the window for a couple of weeks after the related event. FABRIANO BOUTIQUE, MARYLEBONE HIGH STREET, LONDON