Location: BEIJING, China 220 sqm 2021
Client: Golden Goose SPA
Type: Retail

An iconic façade raising the brand’s profile identifies the new Golden Goose phygital concept space in Beijing, within Chaoyang District. The design leading idea is to foster an innovative and immersive shopping experience: once the customers enter the flagship store, they find themselves inside the Lab, where it is possible to customize a product with last-mile options. The industrial flair hints to a typical workshop environment where to experience the creative process first-hand.  A photo booth then invites to share the results on social media.

-

A floor-to-ceiling videowall introduces to the upper floor, at the commercial hearth of the store, where the hall stands are scenographically arranged around a central showcase for the accessories’ display. The theme of contrasts which characterizes the whole environment is here stretched to the limit: rough versus mirror-polished surfaces; matte versus shiny; humble versus precious materials. The futuristic flair fades away entering the private area of the changing rooms, decorated to offer a deliberately old-fashioned, well-worn air.

Two types of intervention define the interiors: a widespread digital communication system on one hand; a top-notch craftsmanship in the furniture realization on the other hand. They perfectly embody a dichotomy in which also the brand’s success is rooted: modern and traditional; comfort and luxury. Area-17 oversaw the project management, keeping on supporting Golden Goose in its process of development and growth. Among the standard services there are: shop drawing, sample approval, quality control, defect list rectification, capex, tender, contractor selection.

Featured

__
RAVENNA, Italy 19'000 sqm 2017

ESP shopping mall in Ravenna doubles its size and services with a brand-new wing designed by Area-17 and INRES. 19'000 square meters, hosting 50 new businesses, makes of ESP one of the most relevant shopping mall in Italy, counting now over 100 stores. While harmonizing with the earlier architecture, the design is meant to provide strong visual evidence of the extension, to be read even on an urban scale.

__
CUENCA, Ecuador 400 sqm 2016

When the Moscoso family bought the Palacio de Cristal in 1995 it was almost in ruins. They then started the transformation process that eventually would restore it to its former splendor. It took years of patient and caring work by Gustavo Moscoso and his sister May, supported by Area-17’s Enrico Tomidei, a team of artisan restorers and local craftsmen to fulfill the vision conceived by the Moscosos and to gather a refined selection of unique pieces of furniture, chosen with the help of interior decorator Julio Vinueza.

__
FORMIGINE, Italy 6'500 sqm 2017

Formigine Ipercoop is the first Coop’s supermarket designed to be LEED Gold certified. From the exteriors to the interiors, each planning decision made by Area-17 and INRES focused on a logic of environmental sustainability and energy saving. A real tree embedded in the design of the façade reminds us of all the efforts made to think of architectural solutions in respect of the natural environment.