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Interior Design - Echoes of History: AEG Showroom / Tuho Space Design / China
Commercial Space Interiors DesignInterior Design

Echoes of History: AEG Showroom / Tuho Space Design / China

Exploring the essence of brand heritage through spatial design, the AEG showroom in Huizhou, China, by Tuho Space Design integrates ancient architectural inspiration with modern aesthetics, creating a unique and immersive brand experience.

by 24designclub

AEG showroom design blends ancient and modern elements to showcase brand heritage.

Project Background: Redefining Brand Identity through Spatial Design

The AEG brand, a pioneer in electrical appliances with a legacy spanning over a century, sought to create a showroom that not only showcased its products but also encapsulated its rich history and forward-thinking ethos. This project, named “Echoes of History,” aimed to establish a unique spatial identity for AEG in the Chinese market, a space where the past and the present intertwined harmoniously. This project involved an in-depth understanding of the brand’s history and its vision for the future, effectively translating these aspects into a tangible and experiential environment, with the goal of creating a captivating architectural experience that is both functional and inspirational, allowing users to interact and engage with AEG’s brand story through a thoughtfully designed showroom. This project is a testament to the power of design to shape brand identity and communicate brand value in a meaningful and resonant way.
tag:aeg showroom design china
tag:aeg brand heritage interior design
tag:historical architectural inspiration modern showroom

Design Concept: Blending Ancient and Modern Architectural Influences

Inspired by the ancient monument of Stonehenge, the designer envisioned a space that reflects the brand’s pioneering spirit and enduring legacy. The concept of returning to the source, inspired by the brand’s history and its role in shaping human development, guided the designers. The design concept emphasized the unity of function and aesthetics, seamlessly integrating historical architectural elements with modern design language. This approach aimed to provide an immersive and captivating experience for visitors, where the history of AEG and its role in driving innovation could be experienced and felt. The designer meticulously blended past and present architectural influences within the space, echoing the brand’s commitment to blending traditional craftsmanship with cutting-edge technology. The result is a space that offers a unique and powerful brand experience that resonates with the legacy and vision of AEG, a compelling journey into the essence of the brand.
tag:aeg showroom interior design
tag:stonehenge architectural inspiration showroom design
tag:historical architectural elements modern design

Functional Layout and Spatial Planning: Crafting an Immersive Brand Experience

The designers strategically arranged the showroom’s various elements to create an interactive and engaging journey for visitors. The space was cleverly divided into zones, each highlighting a different facet of the AEG brand. The layout incorporated elements of surprise and discovery, designed to encourage exploration and interaction. The space was carefully crafted to seamlessly integrate different display zones, encouraging visitors to wander and interact with different product lines and experience the brand’s heritage. Through meticulous spatial planning, the designers curated a series of interconnected spaces, allowing visitors to immerse themselves in a continuous narrative of AEG’s brand story. The integration of product demonstrations and interactive features facilitated a more dynamic engagement, allowing visitors to fully appreciate the breadth and depth of AEG’s products and their contributions to modern life.
tag:showroom layout design china
tag:interactive showroom experience
tag:aeg product demonstration space

Exterior Design and Aesthetics: A Powerful First Impression

The exterior of the showroom is marked by a bold and mysterious design. The use of raw concrete in the facade echoes the raw power of the ancient stones of Stonehenge. The design reflects the brand’s solid foundation and legacy, combined with its avant-garde approach to innovation. The building’s exterior is a powerful visual statement, subtly hinting at the unexpected journey within. The facade served as a metaphorical gateway, connecting the past and the present. The design creates a captivating visual contrast, capturing the essence of both ancient architecture and the forward-thinking design elements that are characteristic of AEG.
tag:showroom exterior design
tag:concrete facade design
tag:aeg showroom architectural aesthetics

Technical Details and Sustainability: Emphasizing Eco-Friendly Materials

The material palette was carefully chosen to reflect the brand’s commitment to both aesthetics and sustainability. The selection of materials, including Boloni, Overlλnd, Dajin artisan, Vipin Stone, Santan, Weibai Art Landscape, and Jaria Home, emphasized natural textures and neutral tones. The interior design approach was meticulously planned to ensure the visual harmony of the space and to integrate seamlessly with the overall aesthetic. These materials contributed to the overall feeling of the showroom, conveying a sense of timeless sophistication and eco-consciousness. The design highlights the importance of integrating sustainable practices into the built environment and showcases the brand’s concern for environmental protection.
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tag:aeg showroom eco-friendly design
tag:natural textures in showroom design

Social and Cultural Impact: Inspiring a Deeper Connection to the Brand

The AEG showroom project serves as a testament to the power of design to create a meaningful connection between the brand and its consumers. Through the integration of historical influences and modern design, the showroom offers an engaging and memorable experience. The design elements encourage visitors to explore the brand’s legacy and envision its future. The showroom promotes a sense of wonder and curiosity, drawing visitors into the unique heritage and innovation that has shaped the AEG brand. By creating an unforgettable and immersive brand experience, the showroom fostered a deeper engagement with the AEG brand, creating a lasting impression on consumers.
tag:aeg brand experience showroom
tag:historical influences in interior design
tag:modern design aesthetic impact

Unexpected Creation: Introducing a Touch of Softness into a Powerful Space

The AEG showroom project features a unique element of surprise – the integration of soft, draped white cloth panels in the space. The soft folds of the fabric panels contrast with the otherwise rigid and robust design elements, providing a subtle yet striking counterpoint to the hard concrete surfaces. The effect is a delicate balance of strength and fragility, reminiscent of the work of artist Giovanni Strazza. This unexpected design choice adds an unexpected artistic touch to the showroom, creating a unique and dynamic ambiance. The incorporation of unexpected design elements further enhanced the overall aesthetic, enriching the visitors’ experience and highlighting the unexpected possibilities that the integration of art and design can bring to a brand experience.
tag:unexpected design elements showroom
tag:art and design integration
tag:soft interior design elements

Project Information:
Project Type: Showroom Design
Architect: Tuho Space Design
Area: 180m²
Year: 2023
Country: China
Main Materials: Boloni, Overlλnd, Dajin artisan, Vipin Stone, Santan, Weibai Art Landscape, Jaria Home
Photographer: Sun way

A glimpse into the AEG showroom's interior, showcasing the use of raw concrete and wooden accents in the design, creating a sense of industrial chic and a blend of textures.
The main entrance to the AEG showroom, highlighted by the bold red AEG logo and a glimpse into the interior, showcasing the brand's identity and the curated experience within.
Detail of the raw concrete ceiling and walls within the AEG showroom, emphasizing the materiality and the textural contrast inherent in the design.
The intersection of raw concrete walls and the ceiling, showcasing the angular and geometric design elements employed within the AEG showroom.
A detail shot of a corner within the AEG showroom, highlighting the textural quality of the raw concrete walls and the geometric interplay of the design.
An intimate corner of the AEG showroom, featuring a lit candle on a rough-hewn stone surface, alongside other organic elements, adding a touch of warmth and subtle contrast.
A wide shot of the AEG showroom entrance, showcasing the AEG logo and the glimpse of the interior, emphasizing the space's connection between the exterior and the curated brand experience within.
The AEG logo prominently displayed on a raw concrete wall, highlighting the brand identity within the showroom's design.
A view into the AEG showroom, with the brand logo and a wooden accent wall showcasing product displays, offering a glimpse of the brand's curated experience within the space.
A corner of the AEG showroom with a lit candle on a stone surface, highlighting the interplay of natural and artificial elements within the design, providing a touch of serenity.
A corner featuring a stone block and aged pottery, alongside a lit candle, creating a textural contrast in a dimly lit corner of the AEG showroom.
A view of the showroom's corridor, highlighting the use of concrete and wood, creating a harmonious blend of textures and colors, giving the space a sense of balance and warmth.
A detail shot of the intersection of a raw concrete wall and a wooden surface, with a natural stone element placed at the base, showcasing the contrast of materials and textures.
The interplay of concrete walls and a wooden accent wall in a corridor of the AEG showroom, creating a balanced and aesthetically pleasing visual experience.
A corridor view within the AEG showroom, showcasing the blend of raw concrete and a dark wooden wall with brand information, highlighting the connection between the space and the AEG brand.
A detail shot featuring a large, irregular-shaped natural stone element placed against a raw concrete wall, highlighting the use of natural textures to create a visually dynamic space within the AEG showroom.
A corner within a kitchen area of the AEG showroom, showcasing AEG appliances and a lit candle on a stone platform, contrasting modern appliances and a sense of tranquility.
A hidden room covered with a white cloth, evoking a sense of mystery and anticipation, highlighting the potential for transformation and a change of scene within the AEG showroom.
A person standing in a corridor with white drapes, creating a visually dynamic atmosphere within the AEG showroom, evoking a sense of movement and exploration.
A detail of the ceiling structure within the AEG showroom, featuring the geometric design and the interplay of light and shadow within the space.
A view of the ceiling and wall structure of the AEG showroom, showcasing the geometric design elements and the interplay of natural light and shadow within the interior.
A view of the ceiling structure, wall, and draped cloth in the AEG showroom, demonstrating the integration of architectural elements and soft textures, creating a visually captivating space.
A view of the ceiling structure within the AEG showroom, highlighting the geometric design, materiality, and the interaction of light and shadow within the space.
A view of the covered room, highlighting the contrast between the white cloth and the surrounding dark walls within the AEG showroom.
A view of a section of the AEG showroom, showcasing a long wall covered with soft white drapes that serve as a visual divider, offering a sense of mystery and exploration.
A view of a modern kitchen area within the AEG showroom, featuring a built-in fireplace and a grey countertop with stainless steel cabinets, showcasing the integration of technology and design.
Three red pendant lights hanging over a modern kitchen in the AEG showroom, offering a sophisticated touch and a focal point within the kitchen space.
A blurred figure walking in the showroom's kitchen area, offering a sense of movement and life within the otherwise minimalist design, enhancing the user experience.
A modern kitchen area with dark grey cabinets and a dark wooden dining table with a book and a small plant, creating a sense of tranquility and sophistication within the AEG showroom.
A detail shot within a kitchen space, emphasizing the materials and textures, featuring a dark wood countertop and a beige stone base, offering a subtle contrast.
A view into a laundry area from a corridor within the AEG showroom, showcasing a blend of dark brown cabinetry and stainless steel appliances, offering a glimpse into the functional aspect of the space.
A view from a corridor into a kitchen area, highlighting the use of light and shadow to create visual depth and a sense of movement within the AEG showroom.
A view of the dark brown wood cabinets in the AEG showroom's kitchen area, highlighting the materiality and texture of the cabinets, showcasing a sense of luxury and warmth.
The floor plan of the AEG showroom, showing the arrangement of different areas, including kitchen spaces, display areas, and secondary entrances, and storage room, providing a detailed overview of the spatial organization.
A sketch of the AEG showroom, showing the overall concept and design, including the building's form and the placement of the AEG logo on the facade, offering a visual representation of the architectural vision.

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