PARS began as Duomo&Co., a premier importer and distributor of high-end construction materials. Since its founding in 2000, Duomo&Co. has introduced timeless global brands to Korea, shaping the country's luxury residential culture. However, the niche nature of the high-end materials market revealed growth limitations. To ensure sustainable success, the company transitioned from a B2B model to a B2C approach, seeking new opportunities for direct customer engagement. This transformation gave rise to a new brand, designed to connect directly with end customers through an independent platform. Built on the foundations of using the company headquarters as a physical representation of the brand and offering authentic high-end cultural experiences, PARS has integrated its identity, name, and design into a unified brand experience.