Shopping Experience

Store & Showroom

Shopping Experience
Store & Showroom

DESIGN
MEDIA
PUBLISHING
LIMITED DESIGN MEDIA PUBLISHING LIMITED
Shopping Experience
Store & Showroom
Shopping Experience
Store & Showroom
Edited by Jasmin Yu

DESIGN MEDIA PUBLISHING LIMITED

Contents

Preface 6 Ann Demeulemeester Shop 88 Legacy Books 184 IMAGINARIUM in Barcelona 264

Aquagirl Shop 94 London Luxury 190

Index 270
Household Products BMW Lifestyle 100 Royal Tea Barn 196

Brother+Sister 106 Sensora Day Spa 202

Calle Veinte 12
Carlino Agency 112 Store at the Museum of Arts and Design 206

Casa Palacio 18
Hermès Rive Gauche 118
Davis + Warshow Showroom 24 Electronic Products
Kaloo (Prince Building) 126
Italia Shop-in-Shop 28
Komplementair Accessories 132
A1 Shop 212
Maxalto Store 34
L'eclaireur Paris 138
BASE Flagship Store 218
Novo Ambiente Store 40
Louis Vuitton New York Office and Showroom 144
FlatFlat in Harajuku 224
Robert Kuo Retail Store 46
V2K Designer, Nisantasi 150
O2 228
Showroom Saporiti Italia 52
Van de Velde Showroom 156
One2free Flagship Store 234
Studio Hagen Flagship Showroom 58

Tsunami Concept Store 240

The Orange Cube 64 Living Products
Wind Retail Operative Platform 246
The Reverse Courtyard-Design Republic Flagship Store 70

BRIO Store 162

VilaSofa 76
Toys
Casa Natura 168

Clothing and Accessories Healthy Spot 174

Barbie Shanghai 252

LeFel Store 178

Fantasy World 258
2006Feb01 82
Aurelio Vázquez Durán
DIN Interiorismo
1. How do you understand the the displays and change according to 4. How to display the cultural element A: The design of the experience store is
concept of the Experience Store ？ the seasons or special promotions. of the products ？ definitely the wrapper of the product.
The correct atmosphere will generate
A: The idea was to change the 2. What do you think is the most A: When talking about cultural the per fect ambiance, hence the
traditional “furniture store” and important for an experience store ？ elements we have to understand first product will catch the eye better.
transform it into a space where the that globalization is a fact, so we have Sometimes just a spot of light on top
visitor get the feel of a real ambiance A: The most important thing when to be very careful with the display in of the product will make it stand out
through all the areas and sets in the designing an experience store is to order to create a tasteful display. The from the rest when the interior design is
store. Visiting the store is not just a mere forget about selling products and to main keys to achieve this are to focus based on the experience.
shopping trip; the customers will enjoy center in the client’s experience, to on truth and credibility, the rest is left to
just walking and picturing the different determine how is he going to enjoy creativity. 7. What's your design technique(like
scenes displayed -such as: dinning and live it. style, material, proportion and so on)
rooms, living rooms, bedrooms, etc.– as 5. How to divide the space in the store to make the display part stand out ？
part of their own homes and eventually 3. How to design the atmosphere of an to reach the best effect ？
buy all the set of just selecting and experience store ？ A: My design technique is to balance
accessory or two. A: To divide the space the best thing is all the elements in order to achieve
A: The atmosphere of an experience to have the fewer hard walls possible. the results that the store needs. Even
There are no corridors, so the store has to emerge from livable, Open spaces will generate a more though the main target of the store
customers may browse through all mouth watering and desirable spaces flexible and dynamic space, that will is to sell products, it is very important
the areas just noticing the change that give solutions and surprises with allow all the elements to interact and that the displays do not take over
of section because of the different permanent changes. An atmosphere disappear as needed. its personality. In my experience you
products in display. Indirect lighting to like this will make the customer want have three main levels: the client, the
emphasize the areas in combination to come back frequently because he 6. What kind of added value does the product and the store, and the three
with natural light adds the special feels comfortable and most of all he design of the experience store bring have to be taken into consideration to
atmosphere to every area. The ceilings knows it is the right place to satisfy his for the products ？ obtain a correct result.
have a metallic structure so different interior design needs.
elements may be hang to enhance

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Ilaria Marelli
Ilaria marelli studio
Each of my project, in interior, and The starting point is always a mix of change the mood of people coming the space and its purpose (selling-
in exhibit design, starts from a strong cultural influences, intuition, projection from outside), and to a general educational..), and also with the
and clear idea, that unify the space into the future, and a careful listening welcoming atmosphere. director of the space, since I have
and make it immersive for customers, a to people desires. a lot of respect for their knowledge
space where to experience emotions Usually I try to surprise the customer in everyday use my design and their
and beauty. This is an important point in my directly at the entrance, so that he strategy to display products in the
design…at the basic level I work to feels entering in something different, better way.
I feel I am a sort of “storyteller” through obtain a friendly experience for users: the door is the gateway, then I add
my design, and I see that people they must be guided to understand some touch of “ magic” as heart to
always understand a project if they the path – the display of product etc, discover in every centre of different
perceive that there is a story behind but more than that I take care that displays…If there are more brands
that. users get fascinated by the general each one will have its own peculiar
mood of the space. “emotional display”, the same if
The experiencing centre in my opinion, the space is divided into different
is always a story displayed in a space, I always add something “magic” in my categories or themes, each one must
that mixes elements that reminds interior design, it could be an unusual have its own personality.
previous experiences with something element of display (such as real trees,
surprising, poetic and beautiful which out of scale furniture, boat shells…) Then the specific details are to be
makes people stay more, and usually plus I always give a special attention defined according to the identity of
share it with friends. to light (very bright – or very dark – to

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LABscape
Tecla Tangorra & Robert Ivanov + Cecilia Bernasconi de Luca
1.How do you understand the concept interaction with the customer. The adapt the concept to the functions linked with the experience that the
of the Experience Store ？ experience is an act that calls for the 5 and purposes. customer have while is in the store.
senses and memory, whether in a shop It's make the client more close to the
Is to put the customer in an unusual you get to ask at least two senses and 4.What kind of added value does the situation of choosing the right product
ambiance - to create experience, in create a souvenir, then it has partly design of the experience store bring for him.
an unusual place - to find the right succeeded in creating experience. for the products ？
product - to create an experience
in the act of purchase, not only an 3.How to design the atmosphere of an The product is not anymore shows as a
aesthetically space, or innovative, but experience store ？ stand-alone object but is taking part of
also create a range of services that the overall scenography, which create
complete the promenade. There isn’t an universal receipt. But the complete experience.
we very often looking how organized
2.What do you think is the most system in nature works then we try to When the product and the space
important for an experience store ？ recreate it for the project incorporated are completely working together it's
the program and all the constrains. On making a new way to see the product,
Curiosity - Create a place where the the first process of the design it will be because the product are taking all
product and the space is merging the concept to find in correlation with of his meaning inside the space. The
together, adding technology and the services. The second process is to values of the product are completely

10 - 11
1

Calle Veinte

Location: Calle Veinte is a decoration store situated in

Mexico City, Mexico a shopping centre on the first floor facing the
street. The project is located in high vehicular
Designer: traffic street and responds to it as an urban
sideboard. The ground floor works as this great
DCPP Arquitectos
sideboard to the exterior, at eye's elevation and
at the vehicle's speed you can appreciate the
Photographer: ceiling and that is why it’s one of the subjects
Onnis Luque that the projects pretends to emphasise. The
ceiling is made of wooden beams in repetition
Completion date: which give the space a sense of depth and
2009 height as well as break its horizontality and
provide a certain rhythm.

The sense of cleanliness in the inside, allows the

furniture and fabrics to give the space colour
and life, making evident only the structure,
which contrasts with the white colour of the
walls. The furniture and fabrics can naturally
be the decoration, thus no extra complicated
decorations are needed. The goods can be
highlighted.

The materials were used in their natural

condition, the marble on the floor, the natural
wood on the ceiling and the transparent glass
on the walls, leaving all the prominence to the
furniture. In this sense, nature and human are
combined together perfectly.

12 - 13 2
1. A concise and clean interior plan
2. The busy traffic outside seen through
the windows make a contrast with the
quiet interior atmosphere
3. Decorations of retro style
4. Taking the white wall as a backdrop,
the fabrics look more colourful
5. The open space provide customers
with more comfortable shopping
experience
6. The ceiling and floor are made of
natural wood and stone

1. Salon
2. Cashier desk
3. Exhibition area 3
14 - 15
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6

4
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Casa Palacio

Location: This project was a challenge of coordination,

Mexico City, Mexico consultancy and stage design for the first store
specialised in home furniture and accessories
Designer: of the Grupo El Palacio de Hierro, one of the
DIN Interiorismo, Aurelio Vázquez Durán most important retail stores in Mexico. The
main target was to develop an interior design
with the commitment of offering a space
Photographer: where the most important aspect is to feel the
Casa Palacio atmosphere where lifestyle is the essence.

Completion date: While browsing through Casa Palacio the

2007 customers discover that each space has
a particular lighting, aroma and music, all
selected specifically for each area. The
transition from one to the other is very soft,
as all the areas may be reach from several
directions, opening a wide variety of views and
different routes to discover the whole project.

The store was designed with experiences more

than products in mind, in the interior of a round
shape building of 6,000 square metres. The two
levels are connected with electric staircases
under the natural light of a magnificent dome.

18 - 19 2
1. Furniture is arranged into different
areas in this round building
2. The colour ful towels add lively
elements to the interior
3. A showroom of living room
4. A warm and cosy European-style
dining area
5. The hung lamp has a distinguishing
feature
6. A lovely baby room
7. Different areas transit naturally and
softly
8. A classic and elegant bedroom

3
4

2 3

1. Electric staircases
2. Bedroom display area
3. Living room display area
4. Pillar
20 - 21
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6 8

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1

Davis + Warshow Showroom

Location: Davis + Warshow, New York's oldest and largest

New York, USA plumbing fixture distributor, hired Ronnette Riley
Architect(RRA) to design a 670-square-metre
Designer: showroom and event space to became their
Ronnette Riley Architect flagship store. They were looking for a retail feel,
focusing not on brand recognition, as is the
industry standard, but on the fixtures themselves.
Photographer: RRA strived to make every aspect of the
Esto Photographics Inc., Eric Laignel showroom adjustable and interchangeable in
order to meet the needs of the ever changing
Completion date: fashion of fixtures and to allow for the flexibility
2007 needed to accommodate various size groups
for events.

Davis + Warshow took a stand on presenting

their fixtures without the use of running water
but its inevitable presence in the showroom
was essential. RRA enlisted subtle hints of
movement and flowing materials to create the
illusion of water. The first step into the showroom
is onto a brilliant, sienna orange, rubber mat.
This squishy flooring, which was originally
created as a writing surface, slides up and over
the reception desk. As the guest approaches
the receptionist, they will pass the rubber as it
peels off the main walk into a curving bench
and magazine shelf and a waterfalling wall of
rubber dotted with honey-coloured Chroma
Resin blocks. The colours and materials were
carefully selected to capture the excitement
and vibrancy of the SOHO neighbourhood.

24 - 25 2
1. A general view of the showroom Displays are set in thirty-six moveable "Pods",
2. The wall of rubber is dotted with designed on a 1:2 ratio, which allows them the
honey-coloured Chroma Resin utmost flexibility when rearranging for events
blocks, providing the space with or to redesign the showroom. All displays
energy and dynamic are designed with drop in panels of stone
3. The sales area is separated from which can be lifted out, and replaced, as the
the showroom by low semi-opaque products changes. To accommodate the ever
resin dividers changing and endless display options RRA
4. The display of a bathroom designed a lighting system which allows the
receptionist to choose between several pre-
set lighting schemes, instantly bringing the
showroom from a retail focus to an evening
presentation space, or a dramatic cocktail
party. For a large event, the moveable Pods
are relocated into the sales area, hidden by a
large sliding panel, the lighting scheme will be
switched to place lighting emphasis only on the
remaining pods.

The sales area is separated from the showroom

by low semi–opaque resin dividers that enable
sales associates to monitor customers in the
showroom, while they themselves are obscured
by the reeded panels. As the need for sales
associates expands and contracts so too does
the horizontal work space with a continuously
mounted rail that provides an axis for sliding
dividers and filing cabinets.

3
4

1. Reception
2. Showroom
3. Pantry
4. Conference
5. Storage
6. Sales
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1

Italia Shop-in-Shop

Location: Over the past few years, the activity developed

Boston, USA by B&B Italia has been distinguished by its
d y n a m i s m a n d c re a t i v i t y . T h a n k s t o t h e
Designer: company success in identifying previously
B&B Italia SpA unexplored market segments, B&B Italia is now
expanding into a new sector and creating
an outdoor collection. With the outdoor
Completion date: collection, B&B Italia's innovation and design
2007 goes outdoors, providing leisurely moments in a
comfortable, aesthetically pleasing setting.

Brand-new is the collection Canasta, designed

by Patricia Urquiola, born thanks to the spirit
of experimentation and exploration that is
the hallmark of the brand. The inspiration
comes from interlacing Vienna straw, which is
totally reinterpreted in a contemporary way
and treated with polyethylene for enhanced
sturdiness, lightness and durability over time.
The perfect position for these beautiful, large
designs is at the pool or amidst the greenery in
the garden.

With their inviting, almost anatomic shapes

available in different sizes and heights, they
stand out for their originality and superior
quality. The collection presented here is the
first steps of a project that will continue to be
developed.

28 - 29 2
1. It is a clean and elegant space
2. The war m tone of the lighting
create a comfortable experience
3. The white backdrop is bright and
clear
4. The carpet and sofa match well
and have a rich texture
5. Customers can enjoy the cosy
furniture in display
6. The lamp and background wall
level up the modern sense

1. Entrance
2. Living room area
3. Bedroom area
4. Storage
5. Main display area 3
30 - 31
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5

6
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1

Maxalto Store

Location: Since 2001, Maxalto, a symbol of "Made in Italy"

Paris, France excellence, has been located at on 43 Rue du
Bac, in the heart of the Saint-Germain quarter.
Designer: A leading name in the world of high-quality
Antonio Virga furniture, Maxalto uses traditional furniture
making techniques, modern technologies and
prestigious materials, predominantly wood, to
Completion date: create furnishing collections with timeless and
2008 precious lines.

The main decorative tendencies of the 20 th

century, enriched with ideas from the best
contemporary designers, are the driving force
behind their creations. Since 1975 Maxalto has
achieved the highest degree of excellence, as
implied by the name itself.

In September 2008, Maxalto Paris inaugurated

an addition that expands on Antonio Citterio's
concept of a refined apartment, the underlying
design concept of the original store. This
architect and designer, in collaboration with
the architect Antonio Virga, were the authors
of this expansion built below the current
showroom.

The dark wood floors and the soft atmosphere

are in perfect harmony with the 280-square-
metre pre-existing space. The latest Maxalto
collections are displaying in the boudoir
atmosphere of this extraordinary space.

34 - 35 2
1. The yellow lighting add warmth to The showroom manager, Brigitte Silvera, uses
the interior space the 425-square-metre selling space to share the
2. Different areas transit naturally and prestigious Maxalto experience with clients. This
softly larger selling space offers greater visibility to the
3. Walls of red bricks are simple and creative world of the brand, without restoring
unique to excess and without altering the intimate and
4. The dark wood floor combines with refined atmosphere that Brigitte Silvera has
the interior style harmoniously maintained since the store first opened.
5. The cosy sofa and dignified carpet
match perfectly
6. The pendant and dinning tables
look decent and sophisticated

1. Entrance
2. Bedroom area
3. Shelf
4. Living room area 3
36 - 37
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5

6
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Novo Ambiente Store

Location: Located in Rio de Janeiro, inside a shopping

Rio de Janeiro, Brazil centre specialising in the home and home
decoration market, the shop occupies a total
Designer: area of 970-square-metre covering showrooms
Ivan Rezende Architecture and other facilities such as meeting room, store,
toilets and staff rooms. The shop specialises in
the sale of high-quality furniture from a variety
Photographer: of manufacturers. It also has its own corners for
MCA Estudio specific companies such as Kartell and Herman
Miller.
Completion date:
2008 The project is conceived as a large design
space in which the architecture allows the
viewer to see how the building is constructed.
As the shop is of such large dimensions and
has to define for itself a proper relationship
between investment and yield, it was planned
to keep the beams, pillars, fittings and roof
exposed. They form a style of architecture that
shows the method of construction and also
creates a contemporary and technological
architectural language, rather than being
merely decorative. The choice of construction
method, with all elements visible, was not for
economic but for aesthetic reasons, in order
to create a distinct identity for the shop and
reaffirm its brand name.

Great importance was therefore attached

to the façade as a means of creating a
distinctive appearance – marking it out from
the rest of the shopping centre – and to other
features such as the recessed area for the shop
40 - 41 2
1. The wood reception window frontage. This creates a space opening
2. The whole design of the store is onto an exhibition area inside the shop and
highly modern forms links with the independent deck area,
3. People could see the goods in the designed exclusively for outdoor products. The
store through the bright display windows creation of this space favours continuity and
4. The exposed ceiling and columns the transition from exterior to interior, without
feature the unique store design altering or removing the character of the
5. Different areas transit naturally and project’s language.
softly
6. The open space provide customers The creation of a display window covering
with more comfortable shopping almost the whole façade of the shop, increases
experience the value of the designer products, creating an
7. The entrance unusual feature in the side of the building and
drawing attention to the products and brand
name, prominently displayed on the building
in block capitals. It also connects the interior
and the exterior, transforming the internal view
and drawing the eye into the large display
window where the products are always clearly
on show to whoever is inside or outside the
shop. The character of the display window is
that of a single, long sheet of glass, seemingly
disconnected from the structural pillars, the
modernist approach releasing and revealing
the structure to create a fluid and well-defined
architectural language.

3 6 7
8

1. Deck 1
2. Garden
3. Deck 2
4. Store
5. Deck 3
6. Lavatory
7. Kitchen
8. Cloakroom
9. Mall 3
42 - 43
4 6
5 7

44 - 45
1

Robert Kuo Retail Store

Location: Robert Kuo, a Los Angeles-based furniture

New York, USA designer known for his cloisonné and lacquer
work, engaged TEK to design his Manhattan retail
Designer: store. The client wanted his new east coast store
TEK, Charles Thanhauser to reflect the feel of his west coast store – clean,
simple planes, a minimalist approach to space
division, and straightforward material usage –
Photographer: with an identity that is quintessentially New York.
Brian Rose
Refined materials, exaggerated scale and
Completion date: axial connections comprise the concept for
2007 the design. TEK created an environment at
the scale and level of finish of Kuo’s furniture
and decorative accessories, subtly conveying
Chinese traditions through a modern
vocabulary. A primary goal for the client was
that customers feel at home in the space so
that they can picture the merchandise in a
residential setting. TEK achieved this by using
thick walls and floating, folding walnut ceiling
planes to define smaller display areas. The
walls never touch the columns and stop short
of the ceiling plane in order to express the
volume of the space. Base reveals lend a sense
of lightness to the walls and provide a clean
transition to the floor. Framed views draw visitors
from one space to the next and some walls
feature niches and openings for displaying
special pieces. The most dramatic aspect of
the design is the entry sequence which frames
the focal point, a 1.5 tons of repoussé copper
panel and a water feature, both provided
by Robert Kuo, setting the tone for a tranquil,
46 - 47 harmonious space. 2
1. The store is in a clean and calm style The material concept is a simple palette of
2. The space design combines perfectly painted walls and stone flooring that focuses
with the products the spotlight on Robert Kuo’s work. The thick
3. The off-white walls divide the space walls are painted a warm grey-white, which
4. The display of the objects show a feels bright and fresh but not stark. Sample
Chinese style colours were viewed in the context of Robert
5. This home-style space provides a Kuo product colours to determine the most
more relaxing atmosphere for customers appropriate backdrop. Cost effective stone
to choose his/her favourite product flooring materials were chosen to hold up to
weather and wear conditions as the space is
directly entered from the street. The pattern
evokes traditional Chinese stone courtyards
with a modernist sensibility.

1. Entrance
2. Water feature
3. Wall
4. Display area 3
48 - 49
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50 - 51
1

Showroom Saporiti Italia

Location: Located in prestigious Wending Plaza Design

Shanghai, China C e n t re i n P u x i , X u h u i D i s t r i c t , S i Tr a d i n g
Co. Ltd. is the Saporiti regional base for its
Designer: activities in the entire region of China. The
Éric Maria Architecte Saporiti China showroom and contracting
office provides a wide range of professional
services to the Saporiti Italia Asian clients
Photographer: and to their architects and designers. The
Thomas Weuthen showroom displays on a surface of over 600
square metres on three floors the Saporiti Italia
Completion date: best-sellers as well as the innovative Saporiti
2010 Kitchens collection. The showroom itself, with its
innovative structures and decorative elements,
is a design laboratory showing the advanced
design capabilities and technological skills of
the Saporiti Group.

The showroom explores the multiplicity of

Shanghai’s atmospheres through a creative
fusion of oriental and western ambiances.
A sumptuous urban garden atrium gives to
the visitor a general overview of the three
different levels in the showroom. Each level
includes different display rooms arranged by
living, resting and working thematic. They are
articulated around sophisticated partition walls
which are the key elements to create and
combine multiple exhibition spaces. Wooden
brick walls are inspired in the delicate wooden
façade traditional artwork, providing a subtle
transition between intimate and public spaces,
evoking the unique values present in the Asian
culture. These walls guide the visitors through.
52 - 53 2
1. The showroom are set off by In the "living area", the light broken lines and
various green plants the red and black marble floor arrangement
2. The unique-designed red chair are setting the visitors in a dynamic approach;
3. The lighting bands on the ceiling Shanghai City printed on the sliding partition
make the space dynamic wall gives a familiar urban background to the
4.The quiet winding path in the entrance space. The "sleeping" area on the second floor
5. It is an generous interior space is treated with warmer materials as bamboo
6. The suspended bamboo forest with flooring. The suspended bamboo forest with
Chinese red lantern creates a unique Chinese red lanter n creates an intimacy
partition wall between dressing rooms partition wall with dressing rooms and lounge
and lounge areas areas. On the "working" level an extensive
7. The exterior view of the showroom library wall is vibrating energy with a play
of different colours and open/closed cases
arrangement. A surprising invisible pivot door
opens in the library an entrance to the private
office spaces.

3
3

1. Entrance
2. Stairs
3. Showing area 3
54 - 55
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4
5

56 - 57
1

Studio Hagen Flagship Showroom

Location: At the end of August 2009 the 1,000-square-

Oslo, Norway metre space was inaugurated by the mayor
of Oslo, Fabian Stang, and accordingly
Designer: the showroom has been one of the main
Ralston & Bau attractions for the 2,000 visitors of the Designers
Saturday in September 2009.
Photographer: Norway's leading stair producer, Hagen, chose
Studio Hagen Ralston & Bau to transform an old tramway
garage in Skøyen, Oslo to create its flagship
Completion date: showroom. Other producers for doors (Norne)
2009 and floors (Solidfloor) were involved to give
a complete offer for architects and house
producers.

The concept was inspired by the works of the

artist M. C. Escher, who used stairs as a major
subject in his art. When you enter the showroom
you arrive at the black framed entrance of the
Stair Garden – before your eyes different stairs
are leading up to the second floor. The designers
played with the product dimensions and gave
each stair a fitting surrounding with individually
styled rooms, for example a Japanese inspired
interior with a dark laqued stair and a happy
family home entrance, where the stair way
becomes a playground. Meeting spaces are
included among the stairs.

The designers wanted to design a studio that

gives you the exciting experience of trying a stair
way, walking further and finding a totally different
way back. The whole Stair Garden is an invitation
58 - 59 to discover the product in a human environment. 2
1. Different stairs leading to the upper
floor
2. The black framed entrance of the
Stair Garden
3. The space is clean and spacious
4. The special distribution provides
customers with more comfortable
shopping experience
5. The wide stairs with white armrests
look gorgeous and elegant
6. The Stair Garden at the upper floor

5
2

1. Stairs to the upfloor

2. Entrance
3. Reception
4. Stairs
5. Installation 3
60 - 61
 5
6

62 - 63
1

The Orange Cube

Location: The project was designed as a simple

Lyon, France orthogonal "cube" into which a giant hole is
carved, responding to necessities of light, air
Designer: movement and views. This hole creates a void,
Jakob + Macfarlane Architects piercing the building horizontally from the river
side inwards and upwards through the roof
terrace.
Photographer:
Nicolas Borel The cube, next to the existing hall (the Salins
building, made from three arches) highlights
Completion date: its autonomy. It was designed on a regular
2010 framework (29 metres x 33 metres) made
of concrete pillars on five levels. A light
façade, with seemingly random openings
was completed by another façade, pierced
with pixilated patterns that accompany the
movement of the river. The orange colour refers
to lead paint, an industrial colour often used for
harbor zones.

In order to create the void, Jakob + MacFarlane

Architects worked with a series of volumetric
perturbations, linked to the subtraction of three
"conic" volumes disposed on three levels: the
angle of the façade, the roof and the level of
the entry. These perturbations generate spaces
and relations between the building, its users,
the site and the light supply, inside a common
office programme. The first perturbation was
based on direct visual relation with the arched
structure of the hall, its proximity and its buttress
form. It allows to connect the two architectural
elements and to create new space on a
64 - 65 2
1. The orange building is quite eye- double height, protected inside the building.
catching A second, obviously an elliptic one, breaks the
2. There are holes of different sizes on structural regularity of the pole-girder structure
the wall to display products on four levels at the level of the façade corner
3. The façade reminds people of that gives on the river side.
ripples in the river
4. The open and spacious interior The tertiary platforms benefit from light and
display area views at different levels with balconies that
5. The holes on the façade provide are accessible from each level. Each platform
sufficient natural light enjoys a new sort of conviviality through the
6. People can enjoy a beautiful access on the balconies and its views, creating
landscape on the terrace spaces for encounter and informal exchanges.
The research for transparency and optimal
light transmission on the platforms contributes
to make the working spaces more elegant
and light. The last floor has a big terrace in the
background from which one can admire the
whole panoramic view on Lyon, la Fourvière
and Lyon-Confluence.

1. Entrance
2. Showing area
3. Stairs 3
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6

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1

The Reverse Courtyard-Design

Republic Flagship Store

Location: Design Republic Flagship Store gathers a

Shanghai, China series of top-design furniture. Located in the
historical Bund in Shanghai, occupying 600
Designer: square metres, the store is a place of modern
Lyndon Neri and Rossana Hu classic and pioneering design works. The space
includes souvenir shop, private shopping area,
exhibition area and collection showroom.
Photographer:
Derryck Menere and Liu Shenghui The designers combine the intermittent interior
walls and different floors perfectly, creating
Completion date: a unique space. The centre of the building is
2006 converted into a courtyard, which is seemingly
meaningless but actually solves the problems
caused by the building’s structure. Adhering
quintessence of Chinese architecture, the
design uses glass panels and steel frames to
change the original structure. This individual
backdrop will perfectly set off the modern
classic works.

In the middle of the “courtyard” is a wood

platform, which is also the most important
part of the courtyard, emphasising the main
exhibition area. This design makes Design
Republic to be a platfor m of academic
communications. Wood structures expand from
the entrance to the platform and finally curl up
to the ceiling, expressing a sense of dynamic
and energy.

In order to show more design works, the

designers provide a interactive form for the
exhibition area, bringing customers a unique
70 - 71 2
1. The wood floor and ceiling echo shopping experience. Shopping area, gallary
each other and various exhibition areas are all individual
2. The display area in grids elements connected to the centre. This design
3. The open and bright space provides provides customers distinctive experience and
customers a great space for shopping feelings.
4. Walls in glass panels and steel
frames
5. The flexible display of products add
energy and dynamic into the space
6. The courtyard display platform in
the centre of the store
7. Products in the display windows

5
6
4

8 9

1. High-end merchandise
2. Classic
3. Reception
4. West entry
5. Exhibition area
6. Main entry
7. Objects
8. Classic
9. Traveler’s objects 3
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5 7

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VilaSofa

Location: Tjep. was commissioned to create a shop

the Netherland environment for a new furniture brand called
VilaSofa. VilaSofa is positioned between a
Designer: conventional furniture shop and IKEA. It offers
Tjep. mid-range prices for a wide public and a
48-hour delivery guarantee for all displayed
models. The 48-hour claim became the main
Photographer: theme for the shop. Designers used the idea of
Frank Tjepkema a warehouse as metaphor for speed: a place
were goods are stored for the transition from
Completion date: the producer to the very personal environment
2008 of your home.

The conceptual solution was surprisingly simple

and logic: a combination of warehouse
esthetics and home esthetics. This resulted for
example into materials such as plywood usually
used for crates combined with high-end glossy
finishes. The symbols used in transportation and
packaging have been metamorphosed into
decorative elements that form room dividers
that were arranged to organize the space and
routing. Finally there is a big wall suggesting
the idea of a magical VilaSofa, this is the only
place where the graphic references are more
literal: a big chandelier, a diversity of playfully
arranged windows, romantic balconies. In this
space designers placed big 'picnic' tables
where clients can take their time to inform
about the product, talk to the VilaSofa staff.
Finally designers designed mobile cashing

76 - 77 2
1. There are rich decorations in the systems so that clients can actually pay from
store their newly adopted sofa. VilaSofa offers a
2. The fairy-tale white wall combination of existing sofa models and
3. The window is decorated with a specially designed sofas by designers such as
circle of bulbs Monica Mulder and Khodi Feiz.
4. The products are cosy and
comfortable
5. It is a place full of romantic elements

3
1

1. Display area
2. Main hall
3. Stairs
4. Sofa stand
5. Rest area 3
78 - 79
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80 - 81
1

2006Feb01

Location: BEHF came up with a design that takes into

Vienna, Austria account the attractive and unique location
in the heart of a lively and busy shopping
Designer: metropolis as well as the historical building
fabric with its courtyards and old, elegant
BEHF Architects
rooms. Although the store has views to St.
Stephen’s Cathedral and the baroque Donner
Photographer: fountain in the Neue Markt, and is located at
Bruno Klomfar the intersection of Kärntner Straße and Graben,
Vienna’s most important shopping streets in the
Completion date: centre of the old city, the theme of the two-
2006 storey store is guided by a historical Capuchin
monastery garden. These two worlds – the busy
streets outside and the stillness of the garden –
are the framework for the store’s “living area”
in that both the street zone and the garden
courtyard are woven into the structure and
design of the store.

The historical stone façade of the former bank

building was playfully re-interpreted for its new
purpose, with elegant portal elements painted
black and transparent, semi-transparent
mirrored glass sections that can be opened.
The idea of transparency and lightness
continues inside the store by means of movable
organza curtains so that the hidden green of
the garden can shimmer through; at the same
time permitting an atmosphere of “privacy”
and “discretion.”

The hardware – floors, stairs, walls and ceilings –

will bear the typical BEHF signature: untreated,
82 - 83 2
1. The store is located in an old smooth cement sur faces in a purist grey.
building Two-storey-high suitcase cubes covered in
2. It has an elegant colour palette sumptuous, glove-quality reptile leather flank
3. Curtains, chandeliers and sofas the simple, rectangular space of both floors.
look gorgeous and luxury Inside they hold ever new and surprising
4. The green wall decorations inside objects. Niches, shelves, drawers and changing
the changing room rooms are decorated using different luxurious
5. The open space provide customers materials, for example polished stainless steel
enough space for shopping or magnificent tapestry fabric. These can be
varied and changed like in a puppet theatre
or stage. They create a unique mood and
exclusive atmosphere.

Large presentation surfaces are covered in

fabric, inviting the customers to sit and relax.
They were arranged casually in private groups
under tasteful chandeliers handmade in Italy
specially for the store. They allow the light to be
adjusted discreetly in harmony with the time of
day and the activities in the store.

4
3

1. Entrance
2. Clothes-hanger
3. Sofa
4. Fitting room 3
84 - 85
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Ann Demeulemeester Shop

Location: The site is located in an alley, at a block's

Seoul, Korea distance from Dosandae-ro – a busy
thoroughfare in Seoul's Gangnam District – in
Designer: close proximity to Dosan Park. Primarily residential
Mass Studies in the past, the neighbourhood is undergoing a
rapid transformation into an upscale commercial
district full of shops and restaurants. The building
Photographer: is comprised of one subterranean level and three
Yong-Kwan Kim floors above. The Ann Demeulemeester Shop is
located on the ground floor, with a restaurant
Completion date: above and a Multi-Shop in the basement.
2007
This proposal is an attempt to incorporate
as much nature as possible into the building
within the constraints of a low-elevation, high-
density urban environment of limited space.
The building defines its relationship between
natural/artificial and interior/exterior as an
amalgamation, rather than a confrontation.

The parking lot/courtyard is at the centre of

the site, exposed to the street on the southern
end. The entrance to the Ann Demeulemeester
Shop is located on the western side of the
courtyard, and stairs that lead to the other two
programmes are located on the eastern side.
Landscaping of dense bamboo form a wall
along each of the remaining three sides that
border neighbouring sites. Inside the ground
floor shop, undulating dark brown exposed
concrete forms an organically shaped ceiling.
Round columns on the edges of the space
continue the ceiling surface while providing
88 - 89 2
1. The large glass display windows the necessary structural support. This structural
2. The building is wrapped with green system creates arched openings of varying sizes
plants that are open and as exposed as possible to
3. The off-white stairs leading to the the outside road and the bamboo hedges. This
upper floor organic formation is not only a dynamic space
4. The white display area is impressive but a flexible rectangular one (11.2 metres x
in the dark background 14 metres). The additional wing on the eastern
5. People can have a view of the side contains support functions such as fitting
street through the windows along the rooms, storage and a bathroom, efficiently
staircase divided and connected at the same time.
6. A general view of the sale area

1. Display area
2. Fitting rooms
3. Storage
4. Emergency escape 3
90 - 91
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6

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1

Aquagirl Shop

Location: The shop sells clothes, shoes and accessories,

Tokyo, Japan but the brief tell to give more importance to
the shoes central, so designers separated three
Designer: areas and put the shoes area in the centre, on
ILARIA MARELLI Studio stage.

The shop has to be very feminine and

Photographer: sophisticate, so designers work on bright
Nacasa & Partners Inc. colours and sort of natural light to make people
feel good in a comfortable atmosphere. The
Completion date: heart of the project was to create a surprising
2007 environment, thanks to the mirroring effects of
the four big swiveling mirrors and thanks to the
light effect, which seems to come from inside
of the ceiling or the walls and not from real
lighting apparels.

The shop has to be perceived as a whole airy

space, so designers made some test about
colours of floors, walls and ceiling to match
them perfectly despite of the different light
on each. It means that floor, walls, and ceiling
are all different nuances of light cool grey, but
they look exactly the same. The light was very
important, since the designers decide not to
use any spot light but only diffused light. So
they used a fluorescent linear lighting hidden
in the border of every false ceiling, and square
light with compact fluorescent, inside the false
ceiling area. The glossy finishing of the floor
helps to diffuse the lighting and the mirrors do
the same. Also the big niches have indirect
lights hidden in the case and in the top, so to
94 - 95 2
1. The custom-designed lighting be perceived as bright rectangle in the wall.
fixtures cast a bright and soft lighting
for the interior All the furnitures of the commercial area are
2. The pure and elegant white colour on the design. The cabinet benches and
matches with the products well casher are in lacquered shiny white, while all
3. The bright and clean floor can the hanger (self standing and fixed to the wall)
reflect lighting, improving the are in stainless steel champagne finishing. The
brightness of the space hat hanger, conceived as a sculptural piece
4. The mirrors along the walls will was in stainless steel champagne finishing, with
enlarge the space visually fluorescent light in the base.
5. A corner of display area

9
7
6
8

4
2

1. Entrance
2. Mirror
3. Counter
4. Shoes & bag
5. Carpet
6. Fitting room
7. Storage
8. Office
9. Kitchen 3
96 - 97
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98 - 99
1

BMW Lifestyle

Location: The concept started by taking the sculptural

Beijing, China qualities of the favorite recent BMW sports
cars, the M1, Z8 & Z4 and to translate the forms
Designer: of these cars subtly into an innovative retail
environment. It is aimed to create a store that
Eightsixthree Architecture Interiors
had a strong visually dynamic, elegant and
timeless shop front and were inspired by the
Photographer: kidney shaped front grill of BMW cars. The
Elion Yau Ying Ching (eightsixthree) designers wanted to create a shop front that
had the elegance and timelessness of this grill
Completion date: design yet create a design that would make
2008 one cross the street to see it closer. It was
important to also create a large see through
area into the store that would allow the clients
VM (Visual Merchandizing) team a large
staging area at the front of the store to create
dynamic window displays, as such they crated
slots in the ceiling areas and movable platforms
in the base of these window areas to aid with
their displays.

As with choosing the colour of a new car, the

designers went through many options and
wanted a classic neutral colour that would
allow the colour of products to be shown off
to their best. They also felt the colours had to
be in tune with current colours used on BMW
models and also had to reflect the corporate
identify of the client. As such they opted to
follow the colours of the BMW motor sport
division albeit keeping the colour palette to
just two of the three colours reinweiss (white)
and signalblau (blue). The diagonal blue stripe
100 - 101 2
1. The whole store is dynamic, full of running up the wall is an instantly recognizable
streamlines and direct interpretation of the inclined logo
2. The store is spacious and bright used on BMW M-series cars. All paint used
3. The bright and clean ceiling and within the store is the same as that used in the
floor can reflect lighting motor industry.
4. The interior design applies BMW's
classic colours – white and blue Upon entering the store, customers can view
5. It is a open and bright space from the front to the back of the store easily
and to clearly display merchandize at multiple
levels. Therefore the designers created furniture
that allowed us to display products in a low,
medium and high level format. The idea was
to have products displayed on the floor, at low
level in show cases, at mid level hanging from
rails or at high level displayed on the feature
wall.

All display fixtures and fittings, i.e. podiums,

show cases, carbon fibre hanging rails and
the feature wall (originally with 156 pull out
display shelves) were custom designed by
eightsixthree and are all specific to their
individual requirement, low level podiums
designed to look like fashion show catwalks are
used to display luggage and bicycles, inclined
(M-series) display cases are based on the BMW
roundel logo and allow display of small items
within a glass display case.

4
2
1

1. Shopfront
2. Display areas
3. Cash wrap
4. VIP lounge
5. Fitting rooms
6. BOH 3
102 - 103
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1

Brother+Sister

Location: Brother & Sister is a high-energy concept store

Hong Kong, China located at 1881 Heritage, Hong Kong and
designed for Dragon-i founder, Gilbert Yeung
Designer: and his sister, the Director of Cindy Yeung
MARKZEFF Emperor Group. The new concept store has a
café and bar that offers a modern and highly
stylised retail selection of jewelry, watches,
Photographer: fashion, home accessories and exclusive
Olaf Mueller crossover sneakers and limited edition sneakers
by top designers and features underground,
Completion date: local brands and young designers, as well as
2010 more established and international designers.

Designed to be a visually beautiful store with

high gloss charcoal concrete floors and bright
white lacquered paneled walls. The furniture
is Victorian in style made from distressed black
leather and charcoal velvet with contrast red
stitching and welting. All of the merchandise
is showcased in illuminated vitrines using
the same materials as well as accented in
burnished bronze. The store is a bit rock and roll
with a fresh approach.

106 - 107 2
1. The symmetrical design has a
classicism style
2. The products are fashionable and
modern
3. The sneaker area
4. When tired, customers can have a
rest at the bar
5. The main bar is elegant with
flowing light and colours
6. The showcase with unique products

3
5 3
4
4

1. Exhibition area
2. Bar
3. Display area
4. Restaurant
5. Toilet
108 - 109
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110 - 111
1

Carlino Agency

Location: Italian architect Ilaria Marelli designed the

Naples, Italy exposition format for the new brand Carlino
Agency, a new format born from an idea
Designer: of the Carlino family, which focuses on the
Ilaria Marelli Studio wholesale of the brand RB di Roccobarocco,
Krizia Poi, Mario Valentino, Martissima di Marta
Marzotto, regarding fashion accessories like
Photographer: bags, suitcases, belts and ties.
Communication in Pix+Txt
The project is situated in a vast area of
Completion date: prefabricated industrial buildings, covering a
2009 surface of 1,400 square metres on two levels.
“Out of context” is the concept of the project
developed by Ilaria Marelli. Natural elements
suggest a different dimension and mood of the
space than the one given by the standardized
industrial building itself. The elements of
strongest impact are five “boats” on true scale,
reduced to their structural skeleton in walnut.
Moored on a resin floor with a natural stone
effect, they create the core of the five brands’
staging.

Another reference to the “natural-artificial”

concept was given by real trunks of three
metres height reflecting in full height mirrors,
creating an effect of a deep forest. The
“tree+mirror” solution can be found both in the
shop windows, as a contrast to the industrial
landscape outside, and inside the showroom,
where they were used in wall niches as
impacting display stands for belts and visually
enlarging the space.
112 - 113 2
1. The white wall is a perfect backdrop Besides these scenic and natural elements and The showroom of each brand is characterized
for the various products finishes, glossy white surfaces characterise the by one key element: long legged pink chairs for
2. The relaxing area is surrounded by space. The lacquered surfaces of the shelves, Martissima, a castle of glossy red boxes for Krizia
trunks, creating a sense of nature containers and platforms created interesting Poi, a big black mirror frame for roccobarocco,
3. A display shelf like a spiral staircase reflections, conferring a sensation of extreme a never ending spiral staircase for Mario
4. Wood bar screens divide different purity and lightness to the space. The lighting Valentino and, last but not least, a game of
areas project was conceived as an imitation of plates on various heights for a brand yet to be
5. The walnut skeleton ship has a natural light. A careful layout of light cut on introduced.
unique feature the ceiling, niches lit from within and skylights
6. The whole place is clean and bright on the first floor make the space itself seem to
radiate light.

The ground floor opens up with the entrance

hall offering various services: fidelity, the pay
desk and the bar, where the retailer can be
welcomed, informed and escorted to the
selection accessories. These service areas
were separated from the exhibition space
by walls made of walnut rods, creating a
“transparency-opacity” effect to offer privacy
without being a real barrier. The perspective of
the walls at the entrance direct the attention
to the centre of the space where an offset and
scenic staircase leads to the upper level with
the five showrooms, situated beyond another
room-divider made with walnut rods.

5
4

1
6

1. Exhibition area
2. Outlet
3. Bar
4. Hall
5. Fidelity
6. Toilet 3
114 - 115
 5
6

4
116 - 117
1

Hermès Rive Gauche

Location: At the foot of an elegant apartment building

Paris, France from the mid 1930s, the façade of the Hermès
store is discreet. An entrance portico in the
Architect: centre between two windows, nothing to
hint at the surprise awaiting once through the
RDAI
doors.
Photographer: The entrance is like a lightwell overturned,
Michel Denance horizontal, which attracts one irrevocably
towards the light at the back, towards what
Completion date: was the Lutétia swimming pool. The entrance
2010 to the store must function like a delicious trap
into which the visitor lets himself slide, from
crossing the threshold of the doors on the street
until he reaches the swimming pool and its
strange inhabitants, the huts. To guide him, the
perspectives are accentuated and modified
by an imperceptible contraction, rather like the
sides of the Médicis fountain in the Luxembourg
garden. The lightly inclined ceiling, the walls
curved and leaning inwards, covered with
oak laths leave recesses open as if floating in
matter.

There are four pavilions with an organic design,

in which some will recognise familiar forms from
the plant or animal world, or from childhood…
Others will liken these huts, which occupy the
volume of the swimming pool, to the nests of
tisserin birds. These pavilions of different form
and dimensions were constructed in ash wood.
They are self-supporting structures that rest
on a system of woven wooden laths (profile
118 - 119 2
1. The store has an open and clean 6 centimetres x 4 centimetres) with a double
layout radius of curves. The documentation and three-
2. The curved oak laths consist of the dimensional drawing of the complex geometry
four main pavilion of each hut was made possible by the
3. The chairs and tables are also in computer script written for each one of them.
wood
4. A corner of the store Rising to more than 9 metres in height, they lean
5. The arc-shaped counter progressively, as if attracted by the skylights.
6. The display area is mysterious and The huts house the Hermès collections. They
inviting seem to have simply alighted on the ground,
7. The upward pavilions seem to be lending the project its nomadic dimension. The
attracted by the skylight fourth hut, which appears to be lying down,
8. The streamlined staircase lines the staircase that naturally leads the visitor
towards the pool and forms the link between
the entrance and the open space of the
swimming pool.

2
4
5

6
3

1. Entrance
2. Stair
3. Café area
4. Dining area
5. Clothes display area
6. Library 3
120 - 121
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6

122 - 123
7 8

124 - 125
1

Kaloo (Prince Building)

Location: Kaloo is an international brand, which was

Hong Kong, China created in 1998 by a French national Mr. Eric
Panciulo. This brand was distributed into 35
Designer: cities worldwide, such as Paris, Munich, Madrid,
Axiom Design Partnership Ltd. Istanbul, Tokyo, Hong Kong, Taiwan etc.

In respecting to the original spirit of the Kaloo,

Photographer: and adopting the European culture, the
Roger Ho concept was inspired by " Love, Care, and
Happiness "
Completion date:
2007 Because the design would be implemented
worldwide, our given objective was to create
a retail image with flexible system, which to
be easy adopted and easy appreciated by
customer. Therefore, a warm, homely, harmony
and welcoming atmosphere have been
reflected by a modern way of mixing use of
French Oak and white wall. The design also
integrated with two parties, modular system
for easy and flexible showing Kaloo product,
such as soft toys, furniture and textile items. And
soft elements have been created for images
enhancement.

126 - 127 2
1. Passers-by can see the war m
interior design through the display
windows
2. The wood floor and walls create a
warm and natural atmosphere
3. The goods in display are quite cute
4. The lighting fixtures set in the walls
cast a soft and warm light
5. The brand’s concept “ Love, Care,
and Happiness ” are shown in the
store design

5
2

1. Entrance
2. Bedroom area
3. Garment display counter
4. Recessed wall display
5. Seating area
6. Wrapping area
7. Bedding display corner
8. Store room 3
128 - 129
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1

Komplementair Accessories

Location: Aekae has designed the interior for

Zurich, Switzerland Komplementair, a boutique devoted to the
world of accessories. The 140-square-metre
Designer: location required a very unique approach; in
Aekae the old railroad viaduct, running through Zurich's
rapidly changing Kreis 5, the original stonewalls
are part of the interior. "Komplementair" refers
Photographer: to the accessories complementing an outfit;
Nico Schaerer this theme was used on a bigger scale for the
interior design as well.
Completion date:
2010 The goods are not as usual displayed in
categories, but in assorted groups of different
items. To accomodate the wide range of
objects, from small jewellery to weekend bags,
various secondhand furniture pieces were
compiled to bigger structures, offering various
plattforms and niches of different sizes. The
heart of the installation on the ground floor is a
Steinway Grand Piano, which is still played on
at special occasions.

All surfaces were covered with custom fitted

lacquered MDF to create a neutral backdrop
for the products on display. After the search
for furniture pieces this concept required a lot
of on-site-work, experimenting with different
layouts. On the upper floor the same approach
was applied to the floor, using reclaimed
hardwood parquet to create a patchwork.

The lighting system was specifically developed,

to create additional display possibilities above
132 - 133 2
1. The entrance of the store the furniture. It combines the brass rods for
2. The suspended lamps are simple hanging items, with height adjustability of the
but unique lampshades by simply wrapping them around
3. The display area with various the rods. The infrastructural elements, counter
products and bathroom, are simple black blocks,
4. The vintage furniture add retro standing on the white floor, which contrasts to
atmosphere for the store the stonewalls of the viaduct.
5. Black curtains emphasise the
brightness of display area The owner asked for a strong and eclectic
6. The primitive stone wall make a characteristic; the result is a boutique with
contrast with the fine products an authentic vibe, where the raw walls are
complemented by the fine carpentry work, and
refined details. Also the identity, created by
Aekae's studio associate Fabian Leuenberger,
conveys this sense of aesthetic.

1. Entrance
2. Display stand
3. Toilet 3
134 - 135
4
5

6
136 - 137
1

L'Eclaireur Paris

Location: The shop is as much an art installation as a

Paris, France retail outlet. Dominating the sales floor is a
Quinze-style freestanding slatted form that
Designer: looks a bit like a spindly three-legged dinosaur.
Studio Arne Quinze Surrounding walls were covered with recycled
wooden slats, two tons of them, nailed together
with small panels, aluminum printing plates,
Photographer: cardboard scraps, and other bits. "Essentially,
Eric Laignel it's an amalgam of trash," but artfully arranged,
composed on the spot, piece by piece, in
Completion date: exactly the same way Quinze's sculptures grow
2009 gradually and organically.

S u r f a c e s w e re t h e n t h i c k l y c o a t e d w i t h
automotive paint in a silvery gold. The paint
was allowed to form drips and bubbles, making
the already irregular surface even more highly
textured, while changing ambient light adjusts
the effect. Lighting is a combination of natural
and artificial, as modular LEDs supplement the
sales floor's skylit roof. Mirrors, scattered around,
reflect the iridescent walls. At times, the entire
space appears to be in motion.

Wa l l s a r e p u n c t u a t e d b y s q u a r e a n d
rectangular niches. Smaller ones, even
those in the fitting rooms, are used to display
accessories as well as exotic artifacts. (Niches
holding jewelry have lockable glass doors.)
The niches animate the walls, but they're not
alone in doing that. Interspersed with them,
small video screens can be programmed to

138 - 139 2
1. Walls are punctuated by square flash branding images – to support a perfume
and rectangular niches launch, for example, or just to create a mood.
2. Walls with automotive paint have a
unique texture Along the bottom of the walls, much larger
3. The columns with waste materials niches hold hanging clothes. These niches are
become art works hidden behind electronically controlled panels
4. The deck chair echoes with the that swing out and up, pulling the racks forward
mysterious interior design in the process. Salespeople open the closets
5. Modular LEDs supplement the sales for prospective buyers, making the wares a
floor's skylit roof special surprise. Each closet is devoted to a
6. A slatted art work looking like a single designer, style, or type of merchandise:
dinosaur Dries Van Noten, Comme des Garçons, leather-
wear. Tall double doors, almost invisible on
a sidewall, open to become a traditional
couturier's triptych mirror. And another set of
hidden doors opens to reveal perhaps the
biggest surprise, an audiovisual installation titled
Echo & Narcisse.

4
9

6 2
1

1. Entrance hallway
2. Central room
3. Secret room
4. Dressing room 1
5. Dressing room 2
6. Corridor
7. Multi room
8. Storage
9. Event room 3
140 - 141
 5
6

4
142 - 143
1

Louis Vuitton New York Office and

Showroom

Location: The project for Louis Vuitton is an interior

New York City, USA renovation of the eighth and ninth floor of the
flagship store at 1 East 57th Street, New York.
Designer: The design incorporates a neutral and minimal
ikon. 5 architects palette inspired by the colours, textures and
patterns of the Vuitton design tradition. The
bright white surfaces of the walls and ceiling
Photographer: and interior glass partitions assist in harvesting
James D'Addio light from the perimeter offices and delivering
it to the centre workstations. Luxurious wood
Completion date: floors were used in the showroom to convey a
2009 warm rich experience that is both modern and
timeless.

The project involved the complete interior

renovation of a pre-existing office space. The
space was a labyrinth of walls and low ceiling.
To mitigate this closed and tight feel, the
designers arranged the offices and conference
rooms around a central open workstation
environment. Interior partitions between
the open workstations and the offices and
conference rooms are glazed to permit natural
daylight and views to penetrate deep into the
central portion of the floor plate. An internal
stair permits a physical connection between
the eighth and ninth floor which house the
Marketing and Public Relations offices,
respectively, so that these two interdependent
departments can easily have access to each
other.

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1. The open store positioning The interior details and finishes are designed to
2. The interior lighting is bright and soft minimally express the architectonic connection
3. Glass walls divide the space into between surfaces and to highlight the Louis
different areas Vuitton aesthetic. For example, the interior
4. The display of products glass partitions are butt glazed to minimise
5. The staircase connecting two areas and minimise the vertical structure needed to
6. Upper-floor working area support the glass wall and allow the wall to be
7. The store has a good daylighting as transparent as possible. The showroom is
located at the corner of the 5th and 57th street
on the eighth floor. This retail space displays the
most current pieces in the Vuitton collection.

The interior renovation of the Louis Vuitton New

York offices include the offices of the Marketing
Department, office of Public Relations, shared
conference rooms, product showroom,
changing rooms and product storage.

3
4

3
7

2
4

6 6

1. Showroom
2. Conference room
3. Kitchen
4. Packing
5. Media
6. Office
7. Lobby
8. Changing
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7

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V2K Designers, Nisantasi

Location: V2K Designers – a subsidiary brand of Turkey's

Istanbul, Turkey premiere luxury fashion house Vakko, is a multi-
label apparel store, displaying collections from
Designer: the likes of Alexander Wang, Erdem, Hussein
Seyhan Ozdemir & Sefer Caglar Chalayan, Rick Owens, Band of Outsiders and
etc. Founded in the year 2000, the brand is
known for carefully mixing up-and-coming
Photographer: designers with some established ones that have
Ali Bekman an edgy look. The store also carries non-fashion
items, such as books on design, designer
Completion date: headphones and cool city bicycles.
2009
Opened in late 2009, in Nisantasi – one of
Istanbul's main shopping hubs, the new V2K
Designers Flagship Store was Designed to
reflect the fashion-forward mood of the brand,
and bring together fashion and innovation. The
store welcomes you with an angular entrance,
which radically contours the borders of the
store and separates it from the timeworn
façade of the building rising above. The same
angular entrance opens into a lit path that runs
up to the mezzanine floor, enabling a large
window space for more theatrical displays.
On the left is a catwalk-like area where
mannequins dressed in the latest fashion stand
in line to attract the attention of the passer-by.
Above them is a grid-like wall of light bulbs that
runs down the side of the store, providing a
banner space that can easily be customised by
changing the slot of the bulbs. This 258-square-
metre V2K Designers store has two floors. The
main floor entirely reserved for women's wear
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1. White backdrop can highlight the and accessories, while the mezzanine floor
products in the store houses men's collection opposite to women's
2. Besides products, the store also eveningwear.
blend in cultural elements
3. The interior structure i s q ui te Incorporating the styles of the designers, the
innovative store's interior is innovative and almost all white
4. The design is full of uniqueness and to put the focus on the collections on display,
fashion rather than surpassing them. In addition to the
5. The lighting hidden in the wall is ceiling lights, the lighting system hidden behind
pretty soft departments also put the limelight on clothing,
6. The display of the products while central columns covered in wood panels
break the monochrome look of the interior to
add warmth.

More than just a retail shop, the new V2K

Designers Flagship Store also doubles as
a creative space, hosting design, art and
photography exhibitions on a regular basis.
Therefore, the custom-made stainless steel
bars holding racks are also designed to allow
customisation. The overall result creates an
impression of a space that has some big
changes to the interior with actually only a
small amount of alteration.

4
3

2 1

1. Entrance
2. Stairs
3. Counter
4. Main sales room
5. Sofa 3
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6

4
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Van de Velde Showroom

Location: The brand new showroom for Belgian lingerie

New York City, USA firm “Van De Velde” opened its doors in March
2010 at the high pedestrian traffic intersection
Designer: between the Madison Avenue and 33rd Street,
LABSCAPE Architecture on the ground floor of a historic building, in
New York. The typical "Manhattan" open space
needed to be divided into four different areas.
Photographer: The entrance, a closed office for one person –
LABSCAPE Architecture that could also be used as a meeting room -
two work islands and a showroom area.
Completion date:
2010 The creative idea was to use, as leitmotiv,
lace design: its weave, its structure and
the geometry arising from stretching and
deforming it, moving away from the romantic,
yet archaic and tried image, of lace in favor of
a contemporary reinterpretation.

Using an inversion game, the structure

becomes void and the void becomes matter.
The result is a perfect balance between altered
volumes, the linearity of the furniture and the
interior envelope. The entrance is a passage
area between the different zones. To the right,
an almost evanescent glass cube creating the
opportunity either for a workspace or a private
meeting. The showroom area extends to the
left with a wall made of 21 deformed cells that
are used either to display or store merchandise.
A volumetric progression of functional boxes.
The contrasting colours, white and anthracite,
offer the staging for the products.

156 - 157 2
1. The grid display windows with It is a new space breaking away from
geometric patterns the design conventions of lingerie's retail
2. The design is novel and fashionable environments with novel and contemporary
3. Different areas transit naturally look developed by Italian-New York based
4. The transparent office studio LABscape.
5. A general view of the store
6. The white service stand
7. The display of the products

2
1

4
3

5 4

1. Fitting room
2. Air-Conditioner room
3. Product presentation
4. Meeting room
5. Work table
6.Enclosed workspace
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6

7
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BRIO Store

Location: In 2006 Urban Design completed a new

Stockholm, Sweden headquarters for BRIO in Malmö. Through this
project the designers discovered the playful
Designer: and sophisticated world of the company.
Urban Design BRIO's first own store is situated in the central
parts of Stockholm, adjacent to the fashion
street, a position well suited to the brand and
Photographer: it's vision – to inspire and support the modern
Per Kristiansen parenthood.

Completion date: The customer is invited as a guest in the store,

2008 which is also a service spot for BRIO's products.
If your trolley is broken, you are welcome to
borrow another, while your own one is repaired.
You also have the opportunity to feed your
baby or use the bathroom. Outside the store
there is a parking for trolleys, with a possibility to
lock it up. The main sign is a 3D logo, borrowed
from the headquarters in Malmö, in one of the
large shop windows. A seconds sign, the red
glass box, is visible from all directions from its
position on the corner.

The store is located in a glass cor ner of

a building from the moder nistic era. The
designers wanted to keep as much of its
original atmosphere as possible, making BRIO
a guest on this location. Under the carpets of
the latest tenants, the designers found a nice
worn wooden floor which we uncovered. One
part of the floor was painted white, to establish
a calm spot for the displayed toys. The wall
behind was painted red, with a shelving system,
162 - 163 2
1. The windows are clear and bright borrowed from home furnishing rather than
2. The play area is lovely and lively store systems. This area includes low tables and
3. The display of a trolley chairs, together with light pendants, all classics
4. A general view of the store by Alvar Aalto. This is an interior playground
5. A corner of the store for visiting kids. On the opposite side, a series
6. The bathroom has a beautiful and of podiums exposes the range of BRIO's latest
warm atmosphere trolleys. The central path constitutes a catwalk
which ends up in a mirror that gives you an
opportunity to "try your trolley on", just like a
new suite or a dress. The inner department is
an elevated space for home interiors, exposing
BRIO's range of furniture. These three areas
constitute the main product sections – to play,
to stay and to go.

8
10 1

2
5 3
9
11 6

1. Stroller parking
2. To borrow - prams/strollers you can borrow if yours is being fixed
3. Now - New objects from the BRIO collection
4. To go - Display of prams/strollers
5. To play (toys)
6. Nurse - Chair for nursing babies
7. Sit - Display of high-chairs for children
8. Look - Mirror on the wall on the "catwalk" for prams
9. Coffee/juice
10. To be - Display of furniture
11. Toilet 3
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5

6
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Casa Natura

Location: When architecture, communication and

Sao Paulo, Brazil branding come together with a common
goal, spaces turn into place: place of sensory
Designer: experiences, meeting place, a place to be,
Epigram + FGMF finally, a place of expanding awareness and
knowledge. When Natura hired Epigram group
and FGMF to develop the so-called "Casas
Photographer: Natura" (Natural houses), places dedicated to
Fran Parente brand experiences, experiences with products
and training its sales force, or even to final
Completion date: consumers, all this was taken into account.
2009
In this sense, the architectural development has
become a truly integrated design, it was made
a consulting brand positioning, conveying the
values and principles of Natura into space. Thus
increased by studies on the flow and functional
zoning, from a discipline known as visual
merchandising, to achieve the architectural
design. All this in an interdisciplinary process,
in which there is no distinction between
architecture and complementary projects,
showing a systemic and open architectural
design.

On the first phase of implementation, five

houses were designed and built on the Greater
Sao Paulo area, at different neighbourhoods.
Appropriating existing buildings and entirely
transforming them, these new spaces are
intended to receive Natura's consultants for
training, introducing them to new releases of
the brand, and may also be a place for them
168 - 169 2
1. It is a spacious space to take their clients to try on new products.
2. The wood floor and ceiling echo The five projects gather the same spaces:
with the store’s natural theme product exhibit and trying area, two or three
3. The delicate and peaceful hallway auditoriums, a coffee house, administration, a
4. Aerial view of the hall storage area and a sup.
5. All areas in the store are combined
with natural elements The architectural and furniture design
6. The open space provide customers were worked together, so to achieve the
with better shopping experience development of a cohesive set, functional,
7. Experiencing and relaxing area with great esthetic appeal. Some icons
(such as the entrance tunnel, wooden brise-
soleil, water mirrors and indoors and outdoors
gardens) were created so that, despite the
characteristics of the purchased property,
every Casas Natura displays the same features,
recognizable by clients. Thereby, these first
five houses are considered the embryo of an
initiative to be extended all over the country.

1. Entrance
2. Reception
3. Products
4. Makeup area 3
170 - 171
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5 7

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1

Healthy Spot

Location: Healthy Spot is set in the midst of high-end shops

Santa Monica, USA and restaurants on a trendy section of Santa
Monica’s Wilshire Boulevard. The 270-square-
Designer: metre space is highlighted by a wide glass
Akar Studios frontage that gives the specialty dog products
store an open and inviting feeling. Consisting
of a series of interconnected spaces: the retail
Photographer: showroom displaying a variety of accessories, a
Randall Michelson day-care space for dogs with its own “grassy”
patch, and a grooming salon where customers
Completion date: can intermingle, the impact of the design
2008 concept for the space is immediately apparent
from the modern composition of the interior
layout and the surface finishes used.

Within the main retail display space which

painted in white, the strategically placed
fixtures define the circulation pattern through
the primary section of the store. Arranged in a
concentric formation, the display fixtures are
set off from the floor to allow space underneath
to be visible and open – in the process,
providing a floating effect for the display of the
merchandise. Furthermore, this layout allows
unhampered movement of the customers
and their dogs. For creating the accents and
providing a colourful contrast to the white
washed interiors, custom-designed colourful
wall murals grace the main walls of the store.

174 - 175 2
1. A open and clear storefront
2. The display fixtures are set off from
the floor to allow space underneath
to be visible and open
3. The interior lighting is lively and bright
4. The display area

5 4
6

1. Office
2. Retail display
3. Day care
4. Shampoo
5. Grooming
6. Restroom
176 - 177
1

LeFel Store

Location: Crea International, a retail design company

Milan, Italy headquartered in Milan, has designed for
LaFeltrinelli Group, the concept for the new
Designer: brand LeFel. The leading idea was based on
Crea International the theme of travelling through a "whispering
world". A world that aim to whispers to people
able to listen, leading them to reach for
Photographer: something new. Travelling in the LeFel world
Crea International means to open heart and mind, put stories
together, tales, emotions that people usually
Completion date: put back in their intimacy and sometimes pull
2009 out to warm soul and share with adventure
companions. The new LeFel store intends to
be a place for people's souls where a free and
adventurous spirit, sometimes eccentric, puts
the most significant objects of its wandering,
travel by travel.

It is a place where words, sounds, scents, past

and future meet and where the objects tell
stories and talk to people who have chosen
them. It is a mutable and essential place where
mysterious boxes, as transparent and light as
thoughts at times, or as sturdy as wood other
times, pick together objects that whisper little,
big stories to the people who are able to listen
to them.

The new LeFel for mat wants to express

the concept of entertainment and client
faithfulness through a continuous renewal
of the proposals that fit tendencies. In LeFel
environment the graphic mark is strong. It was
178 - 179 2
1. The display of various products conceived to offer the client a journey inside
2. The bicycle seems to be telling its story the LeFel store: a shopping experience where
3. The space arrangement is delicate objects tell about the people who choose
and careful them. The leading idea of the travel was then
4. The gallery area at the first floor transferred graphically in the postmark as sign
5. The entrance area of something that can be brought home after
6. Balloons with the store's logo on them a joyride that transmits strong sensations.

Wood and its warmth wrap the environment,

using the space properly. For the furnishing,
wood was used in its warmest tones: oak,
walnut, wenge. The focus is in the central zone
dedicated to new arrivals. A "lab tree", made
up of modular overlapping elements, attracts
the attention of clients also thanks to LCD
screens that implement communication.

1
2

1. Stairs
2. Display area
3. Rest space
4. Washroom
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1

Legacy Books

Location: Legacy Books is an independent bookstore

Plano, USA located in Plano, Texas, an affluent suburb
of Dallas. One might think it foolish to build a
Designer: bookstore in the current climate of online book
Morrison Seifert Murphy sellers and retail chains losing money. How
does one draw the public into a bookstore
when they can receive the exact same
Photographer: product online？The solution was to create a
Morrison Seifert Murphy store that served as much as a public space
(like a hotel lobby or department store) as it
Completion date: did a bookstore, with interlocking spaces and
2008 upper floor “galleries” to view the action within.
With this in mind, the designers broke apart the
original two-storey vacant shell space – eroding
away the floor plate and sliding mezzanine
floors into that void. Instead of losing space
the designers kept the same amount of square
footage, while increasing the perceived size
of the interior. The plan includes interesting
features such as the café, demonstration
cooking area, a Wi-Fi bar, event space, and
the art & architecture library.

The plan is organised around the primary design

element: the elevator. Each floor floats from it
and stairs wrap around it. Pressed aluminum
panels surround the elevator to create a skin of
typeface letters, reminiscent of printing presses.
Also unique to this bookstore is the centrally
located demonstration cooking area which
allows chefs to show off their cooking skills
while promoting their latest books. The display
cooking area can also be viewed from multiple
184 - 185 2
1. The bookstore has a spacious space levels in the bookstore. The layout features
2. The generous staircase a variety of casual seating areas within the
3. The novel and beautiful shelves different book sections with elegant shelving
4. The space has a bright and warm and other custom fixtures, all unlike what is
colour palette found in those typical bookstore.
5. The store provide customers with
various services
6. The white shelves highlight the
colourful books

12
5

7
3

8
4
6

11 10

1. Entrance
2. Café
3. Terrace
4. Demonstration kitchen
5. Front of house
6. Periodicals & gifts
7. Fiction
8. Children’s
9. Sort room
10. Break room
11. Office
12. Seating 3
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6

4
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London Luxury

Location: London Luxury, a wholesaler of fine bath

New York, USA towels and accessories, asked D-ash Design
to design a new showroom in New York City.
Designer: The showroom was to be a retail interpretation
D-ash Design of a luxury spa. The concept was to create
a sophisticated yet quiet environment and
allow the product to shine. The focal material
Photographer: utilised in the space was a sustainable wood
Brad Dickson floor made of bamboo, which was installed on
floors and walls. The product was chosen for
Completion date: its durability and sustainability but also for its
2008 close appearance to teak. The display system
for the product was all custom designed out of
industrial components, which complemented
the “rough” appearance of the loft showroom.

190 - 191 2
1. It is a peaceful and elegant space
2. The chandelier and products
express a luxury style
3. The towel and bathrobe area
4. The interior decoration has a
natural atmosphere
5. The main material used in space
design is bamboo
6. A corner of the display area

4
2 3

1. Entrance
2. Bed
3. Display area
4. Tub
5. Office 3
192 - 193
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6

4
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1

Royal Tea Barn

Location: This project is an interior renovation for a tea

Beijing, China shop located in Sanlitun Village, the new
commercial city blocks in the central district of
Designer: Beijing City. In addition to designing the east
BMA Beijing Matsubara and Architects building on the north block of the village, we
also designed interior of this tea shop on the
south block. This store is in the building that
Photographer: Kengo Kuma, a Japanese architect, designed.
He SHU
Despite of the small interior space with 63
Completion date: square meters, the client has requested us to
2008 design various functions of spaces, including
the meeting space for customers, the tea
tasting space, and the product exhibition
space. Therefore, one of the biggest themes for
this project was to transform this small space to
the one with the impression of the larger room,
but at the same time designing it for multiple
functional spaces. For those reasons, the
designer has come up with the method, called
“scene of a vision caused by creating the
curved-surface wall”. The three-dimensionally
curved wall exists in the center of the store
space. The wall is split in three pieces so that
a view penetrates through the splits to the
various directions. For example, when people
stand at the entrance of the store, they can
view the cashier through the slit between the
walls. When people stand in front of a wall on
the east side, they can view a wall on the west
side through the slit. Viewing an object through
the slit between the walls, rather than viewing
the exposed object without looking through
196 - 197 2
1. The entrance any slit, creates an impression of the depth in
2. The curving wall has a exquisite the space. Because the ceiling is very tall as
design 3.7 metres, the interior space becomes long,
3. With the white wall as a backdrop, vertical, and open space.
the semi-circle sofa is highlighted
4. The red furniture increases the Moreover, the end of central wall is spread and
horizontal depth of space connected to the east and west walls. The east
5. The curving wall improve the and the west walls also have two dimensional
interior visual effect curved surfaces. The shelves are fixed inside the
6. The display of the products slits of these walls and tea leaves are exhibited
in the shelves. On the west side of the store,
sofas for tea tasting zone are placed along
the wall and create circular form. The end of
curved-surface wall on the west raps around a
small kitchen for the tea tasting. Although the
entire wall surface was painted in white, the slits
and the bonders of the walls were all painted
in pink to emphasize the curved-surface of the
walls. The individual furniture detached from all
the walls is in red to present the drastic contrast
to the rest of the walls. These hidden and
sought views of the red furniture emphasize the
spatial depth of the store.

3 5

7
2

8
1

1. Tea-making area
2. Porcelain display
3. Tea display
4. VIP area
5. Cashier
6. Brand display
7.High quality Tea
8. New arrival 3
198 - 199
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6

4
200 - 201
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Sensora Day Spa

Location: At Sensora Day Spa there is a focus on service,

Sydney, Australia indulgence and ultimate luxury. With a series
of individual beauty treatment rooms, discreet
Designer: “microzones” for fast-turnaround mini facials, a
Design Clarity “skinbar” for product dabbling and makeovers,
a comfortable communal hairstyling area and
bespoke retail product display zones, Sensora
Photographer: offers the complete package. The store
Design Clarity environment is sleek and minimal, restrained
and sensual – answering the brief for the
Completion date: creation of an evocative space for sensory
2009 retailing.

Inspired by the science of skincare, Design

Clarity created a distinct brand mark for
Sensora reflecting the molecular makeup
of skin cells. This logo device has been
manipulated into a fragmented pattern and
used as a recurring motif throughout the interior
in blonde timber screening devices, sculptural
wall pieces, mirrored panels, three-dimensional
ceiling planes and subtle light features. The built
environment and graphics have a consistent
thread, which continues through the custom-
made packaging concepts, uniform design,
ticketing and even product shelf talkers.
The shop front design extends this scattered
fractal pattern to the store façade across the
frameless glass, inviting and intriguing customers
to enter under a portal of pure white vitrified
ceramic mosaic tiles.

202 - 203 2
1. The entrance with pure white tiles Finishes have been selected to reflect a natural
2. The molecular skin cells motif minimal aesthetic: American Oak flooring,
extends to the glass wall white leather, mirror, low VOC paints, and white
3. It is a fashionable and clean solid surface joinery. White on white walls and
design, low-key but luxurious gloss on matt reflective signage elements add
4. A stand for testing products and another layer of subtle texture to the interior
make-up and reinforce the Sensora brand. The day spa
layout covers two adjacent retail tenancies
and is set out at a 45-degree angle creating a
more dynamic sense of space and allowing the
display units and half height merchandise walls
to face the customer on approach.

3
4

1
4

3 2

1. Entrance
2. Microzone room
3. Store room
4. Change room
5. Treatment room
6. Managers room/store room
7. Kitchenette/staff
204 - 205
1

Store at the Museum of Arts and Design

Location: With a focus on the implicit and subtle

New York, USA transformation of materials, this retail
environment is a natural place for consumers
Designer: to look for objects from serious to whimsical,
JGA functional to esoteric, and complex to simple.
Positioned off the main lobby at the heart of
New York's Westside cultural district, the Store
Photographer: becomes the perfect setting to showcase the
Laszlo Regos Photography Museum’s unique assortment of saleable art
and merchandise. The space is wrapped on
Completion date: three sides by the building's new glass façade.
2008 Iconic "lollipop" columns exposed from the
building’s structural legacy provide pattern
and mass to the space with both a shadowy
exterior presence and strong geometric
interior rhythm and form. Key elements of the
museum store include an elliptical curved glass
showcase, ceiling mounted merchandising
"trees", and the main focal element: a forty-
foot long organically-curved translucent glass
merchandising installation.

The main focal element of the shop is a forty-

foot long by eight-foot high organically curved
glass installation. Through its translucency,
the nature of the glass provides a hint of the
colourful glass and art merchandise through
shadowing to the street, particularly in evening
hours. During the day, the internal lighting is
augmented by natural daylight, heightening
the colour and translucency of the objects
from an interior perspective in a way that
provides both a neutral and complementary
206 - 207 2
1. A general view of the store background to these one-of-a-kind pieces.
2. The oval glass showcase has a It becomes an iconic and highly identifiable
beautiful profile signature object to the store visitor.
3. There are various products in the store
4. The display of handmade jewelry An elliptical curved glass showcase features
5. The white streamline display shelf fill handcrafted and one-of-a-kind wearable art
the space with rhythms (primarily jewelry) in a three-tier, internally LED-
illuminated presentation. The forty-two-foot
circumference of the ellipse features a centre
functional island for storage of additional
pieces, a service point and an opportunity
for focal displays. The case is faced in Corian
and Starfire glass, and products are uniquely
merchandised on compressed felt custom-
configured and layered pads.

1. Register
2. Counter
3. Glass counter
4. Store front 3
208 - 209
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210 - 211
1

A1 Shop

Location: In the course of the rollout of an estimated

Vienna, Austria forty-three A1 shops, BEHF Architects have
architecturally defined the brand value of the
Designer: company in the clear and simple language
BEHF Architects of forms. The individual elements of this shop
concept are highly flexible in terms of multi-
use possibilities. This flexibility permits a uniform
Photographer: brand image despite very different spatial and
Bruno Klomfar functional circumstances.

Completion date: Mobilkom Austria with its Premium brand A1

2007 is a company not only successful for its brand
values, including personal touch, innovation,
service and quality; its slogan "We'll connect
what connects you" also comes alive
architecturally in its new shops.

Open spaces do not allow any barriers

between customers and sales staff, and the
counter placed in the middle of the room
(meander) plays a pivotal role. It serves on the
one hand as a point of first contact; on the
other hand, the customer is invited to move
through the whole room to explore the A1
product worlds on his own.

212 - 213 2
1. The exterior view of the shop
2. A display stand in unique form
3. The space design is open and free
4. A small meeting room behind the
curtain
5. Customers can choose their favourite
products in a comfortable environment
6. The relaxing area

1 2

1. Entrance
2. Counter
3. Display area
4. Rest area 3
214 - 215
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6

4
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1

BASE Flagship Store

Location: The central station of Antwerp is the location

Antwerp, Belgium of the BASE Flagship Store. The building is
a classified monument with an enor mous
Designer: history. It makes a very solid impression. On the
Creneau International other hand, the BASE brand values are: user-
friendliness, clarity, transparency and emotion.
To merge these two strong identities in one
Photographer: location, the designers of Creneau International
Philippe Van Gelooven played with contrasts; the massive historical
building with its heavy materials against the light,
Completion date: fresh and clear elements of the BASE brand.
2010
The BASE brand identities lead the designers to
creating a concept that refers to a greenhouse:
a place where costumers find themselves in a
high-tech environment with a very simple and
low-tech feel but always transparent and clear.
An environment that breathes "BASE" in every
way possible. With respect to the monumental
building, Creneau International treated the
whole shop as a "box in a box". All integrated
elements are standing free of the walls. In this
way, the ancient building becomes a historical
backdrop, a decor in which BASE is the leading
player.

BASE is hot! Which is why the designers created

a super stylish greenhouse for the newest
flagship store of the Belgian mobile operator.
From now on, the brand is growing and greening
in the warmest corner of the majestic Central
Station of Antwerp. Also very cool: the airy and
transparent contrast of the hothouse with the
218 - 219 massiveness of the historical station. 2
1. The old building and the novel
brand make a sharp contrast
2.The interior design is light and
exquisite
3. Customers can enjoy the high-tech
products better in a comfortable
environment
4. Print-on-demand: only specific
folders for clients are printed
5. The store expresses a novel and
flexible design style

3
1

1. Entrance
2. New product presentation
3. Back office
4. Printing zone
5. Counters 3
220 - 221
4 5
222 - 223
1

FlatFlat in Harajuku

Location: FlatFlat in Harajuku is the store where the visitors

Tokyo, Japan are actually able to experience Hangame, an
online games portal, and Hange.jp, a games
Designer: portal for mobile phones, developed by
SAKO Architects NHN Japan Corporation. The store is located
at the center of Harajuku, a part of Tokyo,
known internationally for its youth style and
Photographer: fashion. The store occupies a narrow space
Chikao TODOROKI/Sasaki Studio Inc. of 3.5 metres wide by 45 metres long with
complicated plan and structure as the result of
Completion date: repeated reconstruction.
2008
The concept of the store is the future park and
the designers attempted to combine virtual
element with real space opens to anyone. It
is not only the space where "organic principle"
and "inorganic principle" stay together, but it
represents the modern society consists of real
and virtual environments.

"Organic principle" consists of curved lines

which has a space characteristic of a cave
which is the various space that people can
discover own place to stay depending on each
purpose and feeling while the different scenes
unfolds continually. The designers attempted to
create a space that people feel like snuggling
up to the organic form that curves based
on human body dimensions. Visitors do not
hesitate to enter the store because of the sense
of closeness. On the other hand, "inorganic
principle" consists of white wall surface fixtures,
neon tubes of ceiling illumination and mortar
224 - 225 2
1. The layered streamlines floor creates virtual character. The designers
2. The curving structures make the used the lines which let neon tubes and the
store like a future park prevention of crack seam of mortar offset the
3. Customers can enjoy a virtual on- forms of the wall surface fixtures. They stimulate
line game curiosity of the visitors by synergy with the forms
4. Reality and virtuality combines well of the fixtures and lead them to the inner part
in the store of the narrow space.

3
4

2
1
3

6
5

1. Ware house
2. Eps
3. Kitchen
4. Sampling section
5. Promotion area
6. Office
226 - 227
1

O2

Location: Design consultancy JHP has been appointed

London, UK by O2 to work on the design of a new store
concept for the telecoms retailer. The store
Designer: environment seamlessly links the worlds of the
JHP contemporary home and future technology
without alienating the everyday customer.
Contemporary concrete floor tiles and dark
Photographer: timber flooring are used to define different
JHP zones within the store. Overhead, the unique
ceiling features sinuous interlocking blades,
Completion date: reflecting the form of sound waves.
2008
At the back of the store, is the "lounge" area.
Relaxed and inviting furniture positioned around
a coffee table faces a huge interactive touch-
screen which will show product demonstrations,
gaming, video clips from O2 and from
sponsored sports events. T imber flooring,
textured wall-covering and lampshades bring
warmth to the environment and adds to the
homely feel. The lounge area will also provide
a space for O2's presentations of "It's Your
Community" where grants are presented to
local community groups.

The white unitary on the shop-floor has

been designed to flex as the product range
evolves. Customer experience in-store will
be enhanced further with the introduction
of a self service table enabling customers
to check their account, top up, and buy O2
event tickets. The planning of the store has
been carefully built around the needs of O2's
228 - 229 2
1. The display of products customers who wanted an easier way to shop
2. Self-service area for accessories, phones and other telecoms
3. Customers can experience the devices. Advertising agency VCCP has created
high-tech products visual merchandising that connects directly to
4. The unique ceiling features sinuous the product and category facilitating ease of
interlocking blades, reflecting the orientation around the store.
form of sound waves
5. The comfortable relaxing area The new concept also boasts "green"
6. The clear and deep entrance credentials employing the use of energy
efficient lighting, digital ticketing instead
o f p a p e r, d i g i t a l s c r e e n s i n s t e a d o f
posters and managed power sources
which accommodates different day part
requirements.

1
5

1. Browse
2. Retail area
3. Guru bar
4. Membership sign up
5. Live product play
6. Store area 3
230 - 231
4
5

232 - 233
1

One2free Flagship Store

Location: One2free is the number one mobile brand in

Hong Kong, China Hong Kong. The new interior is a materialisation
of the graphic identity. The elements of the
Designer: logos become three-dimensions displays.
Curiosity, Gwenael Nicolas The consistency in the communication is
an important factor for a successful brand.
The message is unique and can be easily
Photographer: comprehend by the customers.
Curiosity
The elements of the logo, the circle is applied
Completion date: in the interior as well as the façade. The shop
2008 exterior become an iconic expression of the
brand identity. In the entrance a large "digital
chandelier" created with circular elements
integrate screens and visuals. Reflected on the
ceiling the circles appear as the drops of a
"digital fall".

Clarity, transparency, fluidity reflects the brand

essence, also become inspiration for the interior
space, displays and lighting. Unique interior
design systems were developed to offer new
experiences to the customers. The new handsets
are displayed in large water drop displays, they
appear floating in the middle of the space.
Dual screens integrated on counter top, offer
unobstructed interaction between the staff and
the customers. The shop offers different zones
depending on the type of services, on the top
floor a digital centre, framed in an orange glass
arena offers individual services. The iconic shape
and colour become a strong symbol of the new
interior identity.
234 - 235 2
1. There is a large digital screen at The orange brand colour, was widely used in
the entrance the space to highly the different zones and
2. The store design features a sense guide the customers. It is contrasted with the
of future white of the floor, ceiling and furniture. The
3. The circles appear as the drops of handset are displayed on matt black large
a "digital fall" windows, so the customers can focus on them
4. The matt black display window as pixels on a black screens, it expresses the
5. The space design is pure and unique digital and immateriality of the communication
6. The interactive consulting area devices.

5
3

1. Exit
2. Office & stock
3. Display
4. Monitor
5. Handrail
6. Stock 3
236 - 237
 5
6

4
238 - 239
1

Tsunami Concept Store

Location: At 19th century, when the dooes opended to

Oporto, Portugal reveal the new Tsunami Concept Store what
initially seemed like an impossible mission was
Designer: made possible. The expertise of the construction
Pedra Silva Arquitecto company BEC, was able to put a space of this
complexity together in record time. This store,
just as its contents used technology to make
Completion date: this space possible, from high-tech fiberglass
2007 paneling to CNC cut furniture. Opening was
accompanied by celebrities and the presence
of the press.

With this proposal, the designers were able to

relate several aspects of quality and above all
innovation. They sought to destroy preconceptions
and developed this unconventional solution.
The project team, composed by designers and
architects from three nationalities, using hi-end
software, were able to achieve an excellent result
in spite of the short time frame available – and
example of the ablity to deliver quality projects,
with great challenges and tight deadlines.

240 - 241 2
1. The display area with rectangle
niches
2. The ring is the centre of the store
3. The raised wall plate create a
mysterious future atmosphere with blue
light
4. A general view of the store
5. The open interior space is convenient
for customers to experience the
products

2
3

1. Display
2. Ring counter
3. Showing table
4. Rest area 3
242 - 243
4 5

244 - 245
1

Wind Retail Operative Platform

Location: Crea International was asked to conceive

Milan, Italy for the Wind Retail Operative Platform was to
guarantee and keep constant communication
Designer: of the brand regarding each single service it
Crea International provides, through a clear, lively and colloquial
tone.
Photographer: The key word permeating the whole design
Daniela Di Rosa, Crea International concept is 'Fashion Tech', which leads to a
right stylistic mixture between a wiggly and
Completion date: soft design with the latest smart technologies,
2007 make the space synonymous of brand essence
and values. So it is seen as a new means of
communication and it has been chosen as the
set for the Wind TV spots.

The environmental branding is mobile and

particularly characterised by enlarged pixel
which runs across the entire perimeter of the
store and is the symbolic frame which contains
visuals, signage for the services supply and
product displays. Together with the orange
outline, it punctuates the environment and
represents the dynamic icon that generates
the rhythm of the stores and develops their
memorable language. The concept is
wholly modular and it can be declined into
different layout formats, but keeping the same
effectiveness in terms of visibility.

246 - 247 2
1. The reception of the store
2. The bold and novel design of the
orange frame
3. The display windows are delicate
4. The whole interior space are
decorated with orange pixels
5. The curving and soft experiencing
stand design

2
5
1

1. Entrance
2. Display
3. Counter
4. Cashier
5. Experience area 3
248 - 249
4 5
250 - 251
1

Barbie Shanghai

Location: The first Barbie Flagship for Mattel holds the

Shanghai China world's largest and most comprehensive
collection of Barbie dolls and licensed Barbie
Designer: products, as well as a range of services and
Slade Architecture activities for Barbie fans and their families.
Mattel wanted a store where "Barbie is hero";
expressing Barbie as a global lifestyle brand
Photographer: by building on the brand's historical link to
Iwan Baan fashion. The designers were charged with the
design of everything. Barbie Shanghai is the first
Completion date: fully realised expression of this broader vision.
2009 It is a sleek, fun, unapologetically feminine
interpretation of Barbie: past, present and
future.

For the new façade, the designers combined

references to product packaging, decorative
arts, fashion and architectural iconography
to create a modern identity for the store,
expressing Barbie's cutting-edge fashion sense
and history. The façade is made of two layers:
molded, translucent polycarbonate interior
panels and flat exterior glass panels printed
with a whimsical lattice frit pattern. The two
layers reinforce each other visually and interact
dynamically through reflection, shadow and
distortion.

Upon entry, visitors are enveloped by

curvaceous, pearlescent sur faces of the
lobby, leading to a pink escalator tube that
takes them from the bustle of the street, to the
double-height main floor. The central feature
252 - 253 2
1. A lively and flexible display area within the store is a three-storey spiral staircase
2. The pink decorations are elegant enclosed by eight hundred Barbie dolls. The
and warm staircase and the dolls are the core of the store;
3. The spiral staircase are flanked with everything literally revolves around Barbie.
Barbies
4. The fresh and lovely bathroom The staircase links the three retail floors: the
design women's floor (women's fashion, couture,
5. The hall is gorgeous cosmetics and accessories), the doll floor (dolls,
6. The pink escalator bring customers designer doll gallery, doll accessories, books),
away from the busy daily life the Barbie Design Centre, where girls design
their own Barbie on this floor, the girls floor (girls
fashion, shoes and accessories). The Barbie
Fashion Stage, where girls take part in a real
runway show, is also on this floor. The Barbie
Café is on the top floor.

Throughout the retail areas, the designers

played with the scale differences between
dolls, girls and women. They reinforced the
feeling of youth and the possibilities of an
unapologetically girlish outlook (regardless
of age) by mixing reality and fantasy and
keeping play and fun at the forefront – to
create a space where optimism and possibility
reign supreme as expressions of core Barbie
attributes.

3
4 4

2
1 5

1. Home
2. Girl’s fashion
3. Shoes
4. Fashion runway
5. Giftables
6. Café
7. Offices
8. Restaurant
254 - 255
5 6

256 - 257
1

Fantasy World

Location: The store features fun, multi-coloured round

Kuwait City, Kuwait ceiling elements that match the distinctive
department colours, making it easier and
Designer: more exciting for guests to navigate their way
through the experience. The storefront offers
JGA
a changing display of colour and patterns
visibly different each time when the customer
Photographer: visits. Located at the storefront, the prominent
Fantasy World positioning of Freddy, the brand's iconic
toy soldier, serves as a welcoming gesture.
Completion date: Passersby are drawn to the store by its rich
2010 colour palette and internally illuminated ceiling
discs. Bold graphic striping of the store's feature
walls were accented by graphically rich floor
materials; at the same time appearing simply
delightful and high technology. The brilliant
high gloss white fixturing contrasts the use of the
colour-zoned departments, while positioning
the toys and its packaging as the hero.

The use of an iconic identification system,

reinforced by departmental colour blocking
defines merchandising zones. Background
paper and end-cap graphics create an
intuitive, easy-to-follow directional system for
either children or their time-pressed parents.
The store's simple perimeter racetrack leads
shoppers into a series of departmental valleys
to offer the store intimacy. Uniquely designed
impulse areas easily accessed by customers
allow the store to feature products either
by price point or end use. Merchandise
displays with the price point, density and easy
258 - 259 2
1. The colourful entrance accessibility lends to an effective consumer-
2. The toy area centric experience. Large monitors are
3. Different lightings represent highlighted in each department allowing
different zones for movies, cartoons, and other promotional
4. The change of colours provide messages to be broadcasted either on an
customers with rich experience overall or specific store basis.
5. The children bicycle area
6. Different areas are gathered with The bold and vibrant colour palette, along with
different colours and forms a brilliant array of internally illuminated fabric-
7. The lovely corner of the display area stretched discs creates a playful constellation
of colour, shape and elevation visible from the
store's main entrance that reinforces the "out
of this world" theme. The holographic perimeter
focal element provides a perspective of
continuity from the exterior colour morphing to
the inside of the store.

1. Entrance
2. Display area
3. Mech. shaft
4. Washroom 3
260 - 261
4 6
5 7

262 - 263
1

IMAGINARIUM in Barcelona

Location: "IMAGINARIUM in Barcelona" is a flagship

Barcelona, Spain shop of a well-known Spanish children's brand
called "IMAGINARIUM", and located across
Designer: the Passeig de Gracia from "Casa Mila". The
shop occupies three floors (B1F-2F) of a narrow
SAKO Architects
building 6 metres wide by 28 metres long.
Photographer: Since the shop deals in 23 different series of
Marta Pons Miralbell commodity, the designers attempted to create
a space that has not only many independent
Completion date: rooms match to each series, but also continuity
2007 as a whole. The designers were inspired by a
space characteristic of "Cave", which is that
there is no viewpoint people can perceive
whole space but instead different scenes are
explored continuously as people go deeply
into the space.

Many of their goods and packages are in

primary colour, therefore the designers filled
whole space with rainbow colour to set off
the commodities and create a cheer ful
atmosphere. Colour on the wall gradually
changes in vertical direction. Each of six layers
of display shelves draw their own smooth
curved line throughout the shop, which is like
undulations of natural land drawn by contour
lines. In some places, display shelf is flying out
just like “tongue” and becomes special shelf for
promotional commodity, area sign, table, chair,
counter, book shelf and partition and so on.
Those "tongue" create distinctive areas in the
shop then generate variety of activities around
264 - 265 2
1. The entrance with rainbow forms them. Since each layer has different shape,
2. The stack display shelf of activities are distributed irregularly in three-
3. The relaxing area dimensional way. So once you over look from
4. The curves of showcases look like right above with all layers translucently overlaid,
natural topography colour lines shows the distribution of activities,
5. The products are arranged in this or "space stress".
3D space
6. The background wall with rainbow As represented by a pair of doors at the
colours on it entrance, goods for parents are displayed
right next to those for children, which embody
IMAGINARIUM's philosophy of treating children
as adults. For children the experience of
exploring in "Rainbow Cave" will exceed that
of usual shopping and stimulates their native
curiosity.

1
2

1. Entrance
2. Cashier
3. Terrace
4. Bookshop
5. Café 3
266 - 267
 5
6

268 - 269
Index

Aekae DIN Interiorismo, Aurelio Vázquez Durán

Komplementair Accessories 132 Casa Palacio 18 Mass Studies
Ann Demeulemeester Shop 88

Akar Studios Eightsixthree Architecture Interiors

Healthy Spot 174 BMW Lifestyle 100 Morrison Seifert Murphy
Legacy Books 184

Antonio Virga Epigram + FGMF

Maxalto Store 34 Casa Natura 168 Pedra Silva Arquitecto
Tsunami Concept Store 240

Axiom Design Partnership Ltd. E’ric Maria Architecte

Kaloo (Prince Building) 126 Showroom Saporiti Italia 52 Ralston & Bau
Studio Hagen Flagship Showroom 58

B&B Italia SpA Ikon.5 Architects

Italia Shop-in-Shop 28 Louis Vuitton New York Office and Showroom 144 RDAI
Hermès Rive Gauche 118

BEHF Architects ILARIA MARELLI Studio

2006Feb01 82 Aquagirl Shop 94 Ronnette Riley Architect
A1 Shop 212 Carlino Agency 112 Davis + Warshow Showroom 24

BMA Beijing Matsubara and Architects Ivan Rezende Architecture SAKO Architects
Royal Tea Barn 196 Novo Ambiente Store 40 FlatFlat in Harajuku 224
Imaginarium in Barcelona 264

Crea International Jakob + Macfarlane Architects

LeFel Store 178 The Orange Cube 64 Seyhan Ozdemir & Sefer Caglar
Wind Retail Operative Platform 246 V2K Designer, Nisantasi 150

JHP
Creneau International O2 228 Slade Architecture
BASE Flagship Store 218 Barbie Shanghai 252

JGA
Curiosity, Gwenael Nicolas Store at the Museum of Arts and Design 206 Studio Arne Quinze
One2free Flagship Store 234 Fantasy World 258 L'eclaireur Paris 138

D-ash Design LABscape Architecture TEK, Charles Thanhauser

London Luxury 190 www.labscape.org Robert Kuo Retail Store 46
Van de Velde Showroom 156

DCPP Arquitectos Tjep.

Calle Veinte 12 Lyndon Neri and Rossana Hu VilaSofa 76
The Reverse Courtyard-Design Republic Flagship Store 70

Design Clarity Urban Design

Sensora Day Spa 202 Markzeff BRIO Store 162
Brother+Sister 106