The design brief we received when we first started this long-term collaboration, back in 2003, was to develop a distinctive concept that could be reproduced internationally to suit each location, from flagship stores, to small concessions within department stores or even duty-free retail outlets. With that in mind, our goal was to form a creative visual language that will reflect the highly individualized jewelry of Anna Maria Mazaraki. With stores opened all around Athens, in the areas of Kolonaki, Psychico, Kifissia, Chalandri, Glyfada and all Athens-based major shopping malls, each space has been shaped around the concept of 'affordable luxury'; the core element of the brand's identity, while adopting the language of its logo.

The stark, light-reflective, white surfaces work as the perfect backdrop, allowing the highly individualized merchandise to stand out. An interplay of minimal planes, with elegant proportions prevails throughout all stores. The color palette has strictly been kept achromatic. Punctuating this prevalent whiteness are unexpected bursts of an eye-popping fuschia, which appears to intensify the highly luminescent look of the stores. The overall effect is positively bursting with energy.

The brightness of the vibrant displays echoes the shiny white floors. All panels are composed in such a way so as to emphasize on the scale and detail of the environment. The staggered arrangement of the wall units, with built-in display shelves, opens up a variety of presentation possibilities, allowing the jewelry to begin their appeal.