About the project
As conceiving the showroom for Molteni&C in Ningbo, design studio OUTIN. DESIGN dug into the brand’s genes and character, incorporated business ideas into the space, and created a “home” setting with a focus on emotional experience.
The interior space is not isolated from the outside, but is regarded as the continuation of the urban architecture. Rather than clearly distinguishing the old and new, or pursuing specific meaning of the space, the designers focused on telling stories, conveying brand values and strengthening customers’ perception of products by creating a series of “home” scenes that stimulate emotional resonance.
The interior and the exterior are unified to vividly interpret the design concept, and to communicate a simple, calm brand image from the inside out. After inserting blocks into the space, a storytelling, emotional space is created.
Instead of trying to create a spatial form full of tension, the designers tended to adopt more moderate structural languages, to fit into the brand’s character. The design weakened the commercial atmosphere without breaking away from the showroom’s commercial attribute. The transparent glass allows for clear sight lines, unveiling interior structures distinctly. Through combining cabinets with furniture pieces, a relatively complete “home” setting is created.
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