Scenography for

ZALANDO x OBOR

Project Type: Scenography / Event Architecture / Temporary Retail Design

Materials: Modular Steel Frameworks, Plywood Shelving, Plastic Produce Crates, Tension Straps, Backlit Signage

Keywords: Vernacular Spatial Systems, Recontextualized Utility Materials, Local Identity in Retail, Market Typologies

Authors: Sebastian Comănescu & Anamaria Țecu

Client: Zalando

Agency: Conan PR

Location: Petra Obor - Bucharest (RO)

Project Date: 11.2025

Size: 500 sqm

Piața Zalando is a spatial design and scenographic intervention created for Zalando’s "Be the Main Character" style contest event at Bucharest’s iconic Obor Market and the adjacent Petra venue. Co-designed with Anamaria Tecu, the project recontextualizes the raw, pragmatic aesthetics of local market culture into a contemporary retail apparatus.

The spatial intervention bridges everyday utilitarian infrastructure with elevated display systems. Utilizing a plastic vocabulary of modular steel frameworks, tension straps, wooden shelving, and industrial produce crates, the design transforms functional agricultural elements into structured display racks and seating topographies.

Outdoors, the installation echoes traditional Bucharest market stalls through stacked vegetable crates, vinyl displays, and string lighting, seamlessly integrating Zalando’s brand presence into the vernacular fabric of Obor.

Inside Petra, minimalist black steel modules contrast with warm timber and vibrant orange accents, creating a tactile dialogue between local market heritage and modern fashion culture.

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