The project is located in Hall 2, Fusenmei Mall, Chengdu, China. Many brands gather here, and an unique shopping experience has also been formed. This project is located on the left side of the escalator on the third floor of the mall, facing the atrium passage-type location. The actual travel line is easy to be missed by consumers. How to solve this problem is urgent.

Project Name: GIANT Floor Exhibition Hall
Project Address: Chengdu, China
Project Area: 120 m²
Design Firm: DHB Design (www.duheyiheng.com)
Chief Designers: Mark Sun, Yihan
Participating Designers: Tingting Peng, Wei Liu
Construction Unit: Suiyue Decoration Engineering Co., LTD
Design Time: Sept. 2021
Completion Time: Nov. 2021
Opening Time: Jan. 2022
Photography: 404NF STUDIO

DHB DESIGN | GIANT Floor Exhibition Hall
From the square to the circle,
unreasonable but wonderful.

BAIMA Concept Exhibition Hall by Dhb Design - Sheet4
©404NF STUDIO

Giant(ITALY), a subsidiary of C&L (Ciambella Legnami), was founded in 1881 and has a 71-year history of producing one-piece solid wood flooring.

Weizpark( AUSTRIA )was established in 1831 and is located in Weiz, Austria. With over 180 years of experience in wood processing and production, its emphasis on research and development and continuous exploration have always held a high position in the industry with high standards.

How to integrate two major brands in a limited space, not only fully display the advantages of the product, but also fit the consumption logic, making it a consumption destination, so as to achieve the effect of immersive experience, is the second problem to solve in design.

BAIMA Concept Exhibition Hall by Dhb Design - Sheet7
©404NF STUDIO

In the composition of the space, we endow the two brands with different shapes and explore the relationship between them, in order to present the differences and unify the two.

The square is made up of straight lines in shape, and the rulers are square, signifying standardization and completeness.

The fusion of “square” and “circle” is the most important feature of the project. To use “square” to enter a circle, because “circle” recognizes the square, it is necessary to set off each other between the forms, so as to obtain the beauty of artistic skills. Square is concrete and can be recognized by perception, while circle represents the level of consciousness. The dialectical relationship between square and circle is a movement process from concrete to abstract.

The circle is soft and soft in shape, which implies harmony.

BAIMA Concept Exhibition Hall by Dhb Design - Sheet9
©404NF STUDIO

The ancient artists defended the beauty of the “circle”, but did not appreciate it independently, but entered the circle with “square”. Because the “circle” meets the square, it is necessary to separate the shapes from each other, to obtain the great beauty of artistic skills. The square is concrete and can be recognized by perception, while the circle is beyond the square and represents the level of consciousness. The dialectical relationship between the square and the circle is a process of movement from the concrete to the abstract.

In fact, the process of combining is the process of exploring square and the circle. In terms of the composition of the space, we give the two brands different forms and explore the relationship between them, hoping to show the difference between the two and unify the two brands in one.

Although the outer square and the inner circle are contrary to common sense, they are unreasonable and wonderful, they build an opposite perspective and are intended to present familiar things in an unfamiliar way.

©404NF STUDIO

Inspiration mainly comes from: trees. Trees have two forms, curved and straight, corresponding to “circle and square”. The combination of form and texture is achieved through the corresponding relationship. In addition, GIANT floor products are based on “wood”, allowing us project more nature-related features in the details. Trees have two shapes, curved and straight. The curve corresponds to the circle and the line corresponds to the square. The combination of form and texture is achieved through two sets of corresponding relationships. Based on the “wood” product, complemented by other materials, the essence of the register is projected in the details: coming and nature, registering annual rings and storing time.

As a designer, any entry point can be expanded to create space. The difference in the entry point and the process will lead to differences in the final results. Based on functional value, we can jump out of the rut and reinterpret things from a new angle, for poetic appeal.

We hope that the visitors can feel the charm of elastic aesthetics from the blending of “square” and “circle”. Life does not need to be defined. Not only that, but we also hope that visitors can discover the beauty of Giant Flooring products in an immersive experience.

Author

Rethinking The Future (RTF) is a Global Platform for Architecture and Design. RTF through more than 100 countries around the world provides an interactive platform of highest standard acknowledging the projects among creative and influential industry professionals.

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