「Light is always an important element in dramatizing space.」—Tadao Ando
This is the second paint exhibition hall project received by the intermediary design, the design concept of the project is based on the “flow” as the core of the construction, in the way of space for ITALIA meaning kuma brand to give a new interpretation and presentation. We combine plane, spatial order, structural relations and spatial experience to adhere to the beauty of rationality, without any superfluous elements or decorations, so that people’s attention is fully focused on the product itself and the new space.
空间导向 Spatial orientation
Considering that the original site of the project is a long and narrow rectangular space, how to create a sense of dramatic immersion and effectively guide the moving line of the crowd is a problem that the BETWEEN DESIGN has been paying attention to and thinking about. In this traditional building materials market, which is surrounded by the commercial atmosphere of the past, it was the fundamental aim of the design team to make ITALIA a recognizable, different but restrained presence.
Through the transition of a narrow space, curved wall turns suggest spatial orientation. The space is dark first and then bright. We combine the streamline to create the space effect of seeing the big in the small, creating the introversion of the space and the openness of expansion.
The design adopts continuous curved walls to soften the square interior space, blur the boundary and increase the desire of people to explore. We emphasize the high integration of materials and space. In the core art exhibition hall, we abandon traditional lighting fixtures and use two parallel and infinitely extending soft lights to outline the outline of the space. Visitors who step into this space will unconsciously walk in the space along the curved walls and circular traffic lines, so that the handmade art paint can be touched and felt.
Our expression of space is still restrained, independent, and not deliberately pleasing. We pay more attention to the requirements of exploring the spiritual function of space (visual reflection of psychological feelings, emotional infection, etc.).
To avoid creating a narrow and shabby space, our strategy was to create layers and depths that visually enhance the architectural feel of the interior space by allowing visitors to walk, touch and see through it. The overall space is pure and clean, which strengthens people’s perception of space frame and order.
The exhibition hall is divided by the central axis of the art corridor, with almost symmetrical distribution on both sides. The designer’s biggest concern is to break the scale and form of the original field and form a smooth natural line leading to the core exhibition area. Break the traditional paint shop model display.
戏剧性雕塑 Dramatic carving
We inserted a tunnel space in the exhibition hall, with a section carved into a parabolic shape. The tunnel visualizes the movement line of users, bringing dramatic and immersive visual memory and spatial body sense to visitors. The processing technique of no decorative soft decoration in the space is a bold attempt. We try to make people feel the mood brought by space, materials and lighting without interference, and better let people feel the texture of the material itself.
The design team will paint products and characteristics of the maximum extent of direct application to the interior texture and space devices, so that ITALIA brand concept and product characteristics through the space directly transfer, hoping to be different from the traditional way of product display, through the direct use of products, so that visitors can directly dialogue with the brand. To release the process of exploration, perception, dialogue, understanding and choice.
视觉广度 The visual span
A number of curvilinear shapes are placed in the space to run through different exhibition areas, presenting the brand elements of concrete form in an abstract form and giving them sensory stimulation, and adding a dark red theme color to extend the visual breadth of the space.
In the building materials store full of old commercial atmosphere, we try to create differences and give people a kind of deviance in aesthetics. The exhibition hall like an art museum can better highlight the artistry and quality of products while emphasizing the ductility and diversity of materials themselves.
We simulate the flowing form of art paint and enlarge it to the architectural scale, giving visitors a vague impression of both sight. Visitors walk through it as if they are in a huge container, and then step into another tunnel field with a very controlled scale. The architectural shape makes the oppression and release constantly turn around, and strengthens the memory of visitors’ experience in the space.
场域机能 Space function
Water wave is the most common mechanical wave. We simulate the transverse form of mechanical wave and set the largest art painting exhibition area at the end of the whole field. With the frequency of mechanical wave dispersion, we placed a multi-faceted, full-height art paint display wall and intervened in the visitors’ visiting line. While satisfying the function, the strong relationship between the display wall form and array further increases the sense of ritual and tension of the exhibition area.
The large area of fuzzy boundary in space is the expression of core, which combines function and form in a fuzzy way. It is more like the concept of a container, which achieves a symbiotic relationship with the product itself, putting down the deliberate decorative traces, and the space and the evolution process wandering in it exist together in this field.
While satisfying the function, the strong relationship between the display wall form and array further increases the sense of ritual and tension of the exhibition area. The controlled approachable scale also allows the viewer to feel the texture and texture of different artistic lacquers.
Rhythm has a charm that convinces us
even of the noblest feelings.
In creating and switching the atmosphere of the whole space, scale is the most important medium and means for us to shape the space this time. We pay attention to the most direct sense of space body, and through open or tense scale control, visitors can increase the sense of exploration of space experience.
ITALIA 意库马涂料展厅|Commercial design |2021
Design Time: February.2021
Project Complete: September.2021
Leader designer & Team ：郭恒博/陈凌燕