Chasing Light

The project aims to upgrade the image of a ceramic tile brand. As a part of the company’s headquarters, it integrates the functions of reception, exhibition and experience. The design shows respect to the brand’s culture and core, and digs into the pure brand culture that respects nature and values plain aesthetics. Through architectural space and light, the designers expressed their understanding of the products with a confident attitude. The design breaks the homogeneous design of conventional showrooms and ways of product display, and enables products to resonate with the space, nature, people and time. It's a bold exploration of showroom design in China's ceramics sector. The design displays the brand image in an interactive manner, and creates connection between the 12 square columns and the brand. Brand display is realized based on multimedia that provides a tactile experience, stimulating visitors to interpret the brand by touching rock slabs. Several transitional spaces are inserted to link spatial nodes, which produce a calm atmosphere before visitors enter the spatial climax, hence generating a strong sense of shock and surprise and intensifying visitors' emotions and feelings. The geometric form and scale of the space are adopted. Complemented by light, natural rock slabs show a perfect texture. The tranquil light and forms with a sense of strength are attractive. The product display space continues the overall design logic. To solve the problem of exhibition, ceramic tile products are divided into four categories, and are showcased in a pure manner on the horizontal and vertical surfaces within the space. With the interaction of light and geometric forms, and based on architectural aesthetics, the design expresses the confidence of the space and highlights the high-end products.