Buoyancy in Store Design

By Marina Correa

Photography: Courtesy the architects

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High-end household appliances maker Bork’s flagship store in Moscow pursues a boutique concept borrowed from the fashion industry, in which spacious presentation areas highlight the quality and individuality of the products…

Making a bold statement, the shop façade sports varnished, anthracite metal panels, floor-to-ceiling glass windows; together with the projecting space on the upper floor, these features push the prefabricated nature of the existing building firmly into the background. The generous view into the illuminated space creates a stunning showcase, in which selected products are highlighted within well-lit niches.

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The challenge before the architects from Ippolito Felitz Group was to design a store in Moscow with an explicit appeal to the Russian market thus positioning Bork as an identifiable luxury appliances brand. Each product is presented in a way that emphasizes its form in space. Yet the warmth of the natural material used in the interiors fosters a homely appeal, putting the sales pitch on the back-burner and instantaneously connecting with the customer. Additionally, it proves cutting-edge, applied in the contemporary format.

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The flooring, anthracite display units and stone-clad testing niche are of natural stone while the checkout counter is crafted from brushed metal panels. The ceiling-high wall fronts are made from walnut with a geometrical pattern executed along the top; emphasizing interplay of glossy and matte surfaces and linear forms.

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Lighting plays a pivotal role in the design of this store. LEDs light the products against a shimmering white backdrop in the dark wood grain surrounds of Corian niches; and LED bands illuminate products displayed on anthracite pedestals.  A warm orange glow within a ceiling feature is created by coloured glass panels and forms a strong key visual, visible from the outside. The colour is also reflected in illuminated light cubes, which flatter as a contrasting element to the display units. Interestingly, the lightness of the display boxes is supported by cool white LED-strips at the bottom, casting an evenly distributed light on the polished granite floor.

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The store resonates with the essence of a premium brand distilled in space, unmistakable in its message; especially as the store design is part of an overall corporate architecture, designed to be rolled out across all new Bork retail outlets. Creditably, the Bork flagship store is winner of the IF Communication Design award 2013!