Designed by architectural agency Atelier Tree, the jewellery brand store POPPEE in Beijing, China, draws inspiration from floating clouds to create a cohesive drama with romantic imagination.
The design philosophy of the POPPEE store in Beijing, China is derived from an amazing natural phenomenon-crepuscular rays of clouds or Tyndall effect. With an inspiration that stems from a spectacular visual experience, the project constructs a subtle connection between natural objects and artificial environment.
The ground space is saved for landscape with exhibiting boxes suspended in the air, which makes the whole indoor structure appear floating. Acrylic boxes, accommodating jewellery pieces, are positioned at varying heights within visitors’ reach and vision. These fixtures are suspended with the help of gold stainless steel pipes of 13mm diameter. The store is spread over approximately 400 sq ft.
A geometric cloud made of metal frames of diameter of 2.5mm make for a unique As a store that houses jewellery brands by various designers, we wanted POPPEE to present customers a limited edition of life scenes and representations of attitudes of the person wearing jewellery as well as their lifestyles and personalities. We asked Atelier Tree to design an interior space inspired from a golden cloud floating above acrylic boxes. Acrylic boxes were hung at different heights based on people’s eyesight, displaying accessories from multiple brands. The unique design differentiates POPPEE from other collection stores by providing each designer an independent and equal exhibition space. Customers are able to appreciate the beauty of jewellery design while shopping.
ceiling shape. This metal frame is penetrated by lights, creating an interesting tension between heavy gold and light cloud. Stress condition is clearly presented by pull rods which connect floating cloud with the exhibiting boxes below.
The linear golden metal pull rods, together Atelier Tree does not have a fixed workflow for developing a project. The collection store POPPEE wanted to display independent designers’ accessories from different countries. They are genuine and beautiful, full of energy and creative. We visualised the products to resist the mundane rule of gravity. The nature of clouds perfectly matched this intention. The form also freed the ground space for landscape installations. Between the romantic imagination and the construction procedure, lay the rigorous logical thinking and technical studies, eventually realising a creative combination of practical function and material construction. Apart from choosing specific materials and lightness of exhibition boxes, lighting design is also a vital part of our final rendering such that each jewellery can have perfect lighting.
with the transparent boxes, guide the movement of visitors and construct a space with a blurry boundary. Thus, the tension between upward and downward is permanently fixed. This small indoor project offers a stunning shopping experience with an interesting visual experience.
Creative application of different properties of materials (including metal grid, gold plated metal tube and acrylic etc) expresses the structural force of spatial installation poetically and produces different levels of transparency on every layer, which can provide extraordinary ambient experience to the visitors entering the space.
Design Studio Atelier Tree
Program Interior Design
Lighting Design Honglei Wang
Photographs Shenme Li
Yujia Zhang, Founder, POPPEE
Casen Chiong, Founder and Chief Architect, Atelier Tree