This Gorenje exhibition hall breaks the mold, using interior design to create a museum-like experience that embodies the brand’s artistic identity.
Contents
Project Background
The Gorenje Exhibition Hall, designed by ANSWER Design, represents a paradigm shift in the way home appliance brands are presented. Situated within the bustling commercial district of Keqiao Hongxing Meikailong, the hall aims to transcend the conventional limitations of a showroom. It embraces a holistic approach, striving to bring the Gorenje brand to life by creating an immersive, multi-sensory experience for visitors. This approach breaks away from the traditional home furnishing mall exhibition style, opting for a more curated and engaging environment. interior design showroom, brand experience center, retail design
Design Concept and Objectives
The design team drew inspiration from the rich heritage of Chinese gardens, translating their poetic essence into a modern, minimalist aesthetic. The concept revolves around a meandering visitor path, guiding guests through a carefully choreographed journey. The space unfolds like a stroll through a classical garden, with strategically placed “pavilions, corridors, bridges, and pavilions” acting as nodes for discovery and contemplation. This spatial narrative aims to deepen visitors’ understanding of the Gorenje brand, forging a lasting connection between the brand’s values and the visitor’s perception. interior design showroom, brand experience center, retail design
Aesthetic and Spatial Design
The hall is characterized by a sophisticated palette of black, white, and gray, exuding an air of understated elegance. Pops of color, like the polka-dot aesthetic of a centrally placed sculpture, serve as visual anchors, drawing the eye and adding a playful touch. The integration of greenery and natural light infuses the space with a sense of tranquility, further enhancing the garden-inspired ambiance. interior design showroom, brand experience center, retail design
Brand Storytelling Through Design
The design team aimed to elevate the Gorenje brand beyond its functional attributes, transforming it into a symbol of a refined lifestyle. They achieved this by seamlessly weaving the brand’s narrative throughout the spatial design. Each section of the hall is meticulously curated to tell a specific story about Gorenje’s history, design philosophy, and commitment to innovation. For instance, the use of geometric shapes, strategically placed products, and carefully chosen materials subtly reinforces the brand’s image as modern, sophisticated, and high-end. interior design showroom, brand experience center, retail design
Project Information:
Project Type: Exhibition Hall
Architect: ANSWER Design
Area: 300㎡
Project Year: 2023
Project Location: China
Photographer: Xu Yiweng
Soft Decoration Design: 1637ART
Design Team: Wu Zhenbao, Chen Yida
Design Time: January 2023
Completion Time: April 2023
Content Planning: Qingge Media
