SSAB Flagship Store

Authors’ Comment

The interior design concept of the new SSAB showroom lies on both, the more curatorial approach of high-end commerce, and the architectural interpretation of the contemporary ways of how commercial spaces visually extend beyond their shop windows, either through outdoor marketing, or on-line campaigns.
The interior architecture concept for the new showroom has an atypical approach, offering the visitors a series of visual and sensorial experiences. The entrance area, situated at the level of the sidewalk, is completely transparent, introducing the key elements of the overall concept, that is to be revealed at the next floor, where the showrooom is situated.
Spatially the showroom is devided in two main areas in a scenopraphic way, examining the relationship between the pedestrian public spaces and the commercial semi-public spaces, and the multiple possible connections between the two. The typical approach to showroom design is radically changed. All the components are more subtle, they avoide the individual dominance and rather work together in order to build a coherent atmosphere.
All the usual exhibition areas are inclosed in some spatial capsules, that open from and towards the main common area, similar to store fronts on a pedestrian street. The common area, streching along the large windows, consists of a series of flexible meeting and working areas, that are in a permanent connection with the commercial area.
The multi-functional and multi-disciplinary character is highlighted by the unexpected contemporary art gallery, occupying at the first segment of the showroom, proposing an independent curatorial program focusing on all design areas.

Jury Comments

This flagship store made in such a new and creative way, has some expressive ideas in terms of design, and it managed to catch the eye and and make one fall for it before you notice that everything has a commercial purpose. The contrasts are so well obtained and the layout has a very interesting approach. The solutions for display showing the local artists and designers and the way this idea is integrated in the whole design it’s probably the fact that made this project an amazing one.