瑞士阿尔莫格珠宝店 | 沉船寻宝的室内设计

Firm： studio berchtold

Type： Commercial › Retail Showroom Industrial › Warehouse

YEAR： 2014

SIZE： 0 sqft - 1000 sqft

BUDGET： $50K - 100K

studio berchtold, Almog Jewelry Store

When the jewelry label Almog was looking for an interior designer for their first own store, Zvi Segal, the owner and jewelry designer, was immediately interested in my job announcement. Although I was still finishing my studies, I could not miss the opportunity. The Almog store’s interior design in Zurich became the first job for studio berchtold.

Project Development and Execution

Buying jewelry is in most cases not a rational decision, rather than an intuitive and spontaneous act. Finding a piece of jewelry that matches your personality is a particular part of the process and should be an event itself.

Buying jewelry is doing something good for yourself, to identify and individualize. In my opinion, buying jewelry can be compared to a treasure hunt. Entering a jewelry store is like going on a dive to the bottom of the ocean, searching for treasure in a sunken boat. In my design, I wanted to convey the hopeful sensation of a “treasure hunt”, as well as the feeling of uncertainty about the findings.

The location’s floor plan lent itself to the sunken boat vision. The room-centered ellipse is a product of a hull’s formal abstraction. This idea was consistently continued on every piece of furniture in the store. Due to abstraction, the image of a sunken and broken ship is however not consciously recognizable anymore.

Subtle curves lead customers through the store, as if they were divers discovering a shipwreck looking at long lost treasure. White surfaces, as a neutral basis, favor the jewelry to shine. The oval design allows to overview any point in the room, as if on a small boat.

Using the existing jewelry presentation trees, to guarantee a fast and easy rearrangement of the presented jewelry, was important to my client. These metal trees where therefore integrated in the design from the beginning. The store’s upper part holds a little atelier and an office, as well as a free space to use as needed, for photo shootings, exhibitions, or private consultations as example.

Construction

The ellipse, and furniture were made of resin-covered particleboard covered with resin. They were cut with a CNC milling machine and glued. For lightning, I decided to entirely use LED.

Thank you very much for your time and attention,

Roger Berchtold

all pictures © by Roger Berchtold