Monday, October 16, 2017

Gifting spaces

By Rutvi Ashar
Photography: Jonathan Leijonhufvud & Ajax Law; courtesy the architects
Read Time: 2 mins 
"Jewellery store Chow Tai Fook One Plus Architects indiaartndesign"

Like the signature blue Tiffany’s box, Chow Tai Fook Jewellery Group Limited (CTF) Hongkong store revolves around the presentation of jewellery. Walk in to be impressed!

Multiple category winners of the Iconic Awards that acknowledge visionary architecture, innovative products and sustainable communication from all fields of architecture, One Plus Partnership Limited present a jewellery store that is more striking than its product!
"gift boxes theme Chow Tai Fook One Plus Architects indiaartndesign"

Breaking the stereotypical traditional jewellery shop’s image of gold and shiny, this experience shop is designed with a total of 1070 identical gift boxes in various shades of pink and purple. The use of different materials allows these boxes to extend from the floor, wall and ceiling as the cashier’s desk, workshop tables, lighting as well as groups for display stands and seating in the centre of the store. This additive-subtractive technique works well to spatially enhance the store; at the same time generate a dynamic and youthful exuberance.  
"overview Chow Tai Fook One Plus Architects indiaartndesign"

An interesting, customised carpet fills the space; printed with the brand’s name CTF abbreviated abstractly in different colours. The eye-catching carpet uplifts the space and complements the colour scheme. Digital screens display product-related informative graphics thus introducing a modern, technological feel.
"Chow Tai Fook One Plus Architects indiaartndesign"

The idea is to create an atmosphere of joy and fun by welcoming the customers into piles of gifts thereby indulging their childish desires. As this store signifies the launch of the brand’s Young Line, the theme brings into play pastel colours that create a youthful and energetic atmosphere. As the target audience is identified, casual seating in a close and interactive space as opposed to the conventional jewellery store layout of one-on-one consultation across a long glass display table, greatly improves mobility and creates an intimate shopping experience.
"cluster arrangement Chow Tai Fook One Plus Architects indiaartndesign"

The store also displays tools for jewellery production, sketches and prototypes, which are all specifically chosen by designers. These displays aesthetically enhance the store whilst they create a platform for the staff to interact with clients; thus, enhancing the personal touch in their service.

Fact File:
Name of client: Hong Kong Yoho Mall Chow Tai Fook Experience Shop
Design Firm: One Plus Partnership Limited
Design Principals: Ajax Law & Virginia Lung
Area: 2,397 sq. ft. 
Location: Yoho Mall, Hong Kong

1 comment :

  1. Very informative, keep posting such good articles, it really helps to know about things.


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