Area-17 designed the new concept for Chinese eyewear brand Zèle’s stores. The payoff “Stay young, stay Zèle” translates into a design focused on a strong product and brand awareness, with a refined yet trendy atmosphere. Central to the project is the inner space, both as break time and personal place, where customers discover the pleasure of devoting time and attention to themselves.
The hyper-bright interiors revolve around a sophisticated neutral color palette, rhythmically interrupted by matte gold elements. Inside this light environment - intimate and encircling almost as a private powder room, where lighting fixtures are transparent and flutter in the air like clouds in the sky – only the Zèle sign stands out, although being part of the delicate tone-on-tone interplay.
Pieces of furniture of a neat geometry are softened by the curvy and enveloping shape of display cases and niches, in addition to the rounded outline of the entrance and exterior windows. The striking contrast between straight and curvy, hard and soft, light and heavy, can be found also in the choice of materials: marble, wood, metal on one hand, the luxurious softness of velvet chairs and the impalpability of sheers used in visual merchandising on the other hand.