ArchShowcase Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination. Melissa Shoes in Melbourne, Australia by Edwards MooreMay 24th, 2012 by Sumit Singhal
Article source: Edwards Moore A flagship store for the Brazilian shoe brand, the fitout needed to reflect the internationally renowned brand as well as support the unique product. A dream commission that required an equally unique response. Housed in a corner site in Melbourne’s QV centre, a highly visible high traffic area it was essential that the fitout provided a visual feast for the passing pedestrian, a dynamic and constantly evolving space. Internally the need was to create another world, a sensory delight.
Using nearly 300 PTFE plastic spheres threaded onto tensioned cables mounted around the perimeter provides a separation between customer and pedestrian whilst encouraging views into the store and generating intrigue.The ‘bubbles’ celebrate the materiality synonymous with the product. The bubbles themselves providing the display for the shoes, a bespoke fitting utilising a suction cap, allows for shoes to be mounted anywhere within the display.The rear wall of the store acts as a giant billboard, a canvas for the signature graphics and artwork produced for each new designer range, ensuring views of the store do not dwell only on the perimeter. The use of muted and understated colours means the fitout doesn’t compete with, but supports the shoes, whilst programmable integrated LED lighting allows for an unlimited amount of colours to wash over the displays and create a truly dream-like atmosphere for both observer and occupier. Contact Edwards Moore
Category: Showroom |