arch. Marcella Campa
arch. Stefano Avesani
Beijing Guomao, China
The project features a large basket-like spatial envelope organized as an increasing overlapping of five rings composed by a succession of colorful diagonal iron rods. The structural pattern was originally taking inspiration from the interlaced timber partition screens of traditional Chinese architecture, but it has been hybridized with a palette of shiny colors: yellow, red, orange and pink. The resulting structure is floating in the space surprising and surrounding the customers like a bent portion of a psychedelic Eiffel tower.
This very peculiar spatial solution was also inspired by the nature of the space: a small store completely open on two sides to the shopping mall public corridors. The challenge was about choosing between some display elements on the show windows, visible from outside, or a traditional shelving system where to show products inside the shop, without having to sacrifice the advantages of either. The choice to design a large perimeter structure was answering this issue. It was also dictated by the need to have a long shelf where to place colorful packaging boxes, aligned and sorted by type and visible on both sides,
working at the same time as a large attracting installation with all elements combined to enhance the spatial and sensorial shopping experience.
For the floor, we did a large continuous action painting as if the white resin on it was a 60 square meter liquid canvas. Once dried, the merging of black and gray spots reminds to the Chinese black and white “shan shui” ink paintings. A large illuminating ceiling is diffusing a soft light from above reducing the use of visible spotlights, that usually punctuate the ceiling of fashion shops in malls.
Functional objects, like cashier counter and socks vertical displays, have been designed as simple white boxes randomly places around the space. White wooden varnished discs, provided of a magnet on a side, work as supports for the underwear products and can be freely attached to the colored iron shelves to create a ever-changing display system that can flexibly change according to needs.