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.

VM&RD - - Contents - Satarupa Chakraborty

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

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