Experiential display
The showroom is located in a shopping center dedicated to building supplies and materials, within the city’s vibrant commercial area. The project aim is to create a carefully curated space in which the client’s products are showcased.
Design Philosophy
A key inspiration that guided the architectural design was the paintings of Russian artist Kazimir Malevich, particularly Black Square (1915) and Suprematist Composition (1916). The minimal albeit lively colors, shapes and patterns of Malevich’s works became the conceptual starting point for the functional organization as well as the materials used within the space. Pieces of yellow, red and green were overlaid onto the initial plan, eventually constructing a series of interconnected rooms of varying scales and a fluid circulation area.
Spatial Organization
The space is comprised of five primary zones: the entrance, the brand history room, the product display, a meeting room and an interactive space. An impressively lit stage is immediately visible from the entrance, featuring several objects such as a traditional wooden chair as well as an orthogonal aperture sheltered by a green metal canopy. A red cantilevered countertop visually connects the opening to a multi-use work area.
The hallway is partially illuminated by a strip of low, floor-level windows and acts as a circulation space that simultaneously accommodates a number of installations which introduce the brand’s daily paint and construction materials. On the other side of the hallway, a brightly painted yellow window provides an uninterrupted view into the lounge room. Venturing further into the main exhibition area, visitors encounter a tall white curtain, hung from a circular track and playfully painted in vivid colors that displays the company’s products in the most “untypical” way possible.
Experiential design
The interactive area includes an array of paintbrushes dipped in different types of paint and fixed to the wall, acting as an additional exhibition display. Visitors are encouraged to try the products themselves on the blank, white canvases present within the space, promoting the company’s product placement regarding the durability and effect of the paints. The design draws inspiration from the local culture as well as the distinctive style of the Russian painter and transforms a conventional product showroom into a truly imaginative experience.