3deluxe

Interior- und Corporate Design design for the branch of a Taiwanese jeweler in Soho/NYC. Technically designed functional elements contrast with the organically inspired forms of ‘genetic architecture’.

Even at first glance through D’Fly's shop window enthralled the passer-by – a fascinating and intense, almost lab-like atmosphere cast almost entirely in white. The interior of the shop had the feel of an artificial implant in 47 Greene Street – the original shell was a listed building in the so typically Soho style. The optical irritation was further enhanced by the significant pneumatic noises made by sixteen remote controlled showcases which, when their opening mechanism was triggered, evoked an almost industrial high-tech atmosphere. Artificial muscles helped raise their heavy glass lids 40 cm, enabling the selected piece of jewelry to be removed.

In the front third, as part of the genetic architecture evident throughout the shop, there was a small lounge, adding a touch of coziness and private charm to the otherwise rational atmosphere. The diagonal front of the reception desk directly opposite skillfully steered customers toward the middle section of the room, where attention was focused solely on the displayed goods. Here, the lighting turned sober, guiding the eye more to the products. The try-on area was characterized by genetic architecture and moving, colorful light. A bamboo garden, integrated into the rear wall, lent the place a special charm.