A Monochromatic Enchanted Forest: Dada Jewellery
Client: Beijing Keerworld Jewelry Co., Ltd.
Architect and Interior Designer: Ippolito Fleitz Group Identity Architects
For Dada, Ippolito Fleitz has developed a comprehensive brand concept tailor-made for the Asian market. This concept includes everything from the shops’ appearance to corporate design to the company’s web presentation. The shop design conveys the desired mix & match principle which allows customers to combine elements of the collection as they like, in a setting comprising furnishings that can be used in different ways.
Customers will feel like they are in an enchanted forest once they have set out on their voyage of discovery through the monochromatic room. Graphic facet patterns, backlit cut-outs and large-format beauty posters serve as a visual leitmotif. The white-lacquered furniture builds a formal bridge to the fairy-tale space, evoking associations of a family of fine-spun mythical figures. Despite a common language of material and form, these “family members” possess their own personalities. The elongated, rounded-off presentation areas of the shop tables rest on slender, tapered legs made of MDF elements with tapering, black metal feet. A DIY table gleams with a swivelling mirror backlit on all sides, inviting customers to playfully try on various trinkets. Free-standing product displays enjoy an ambiguous game with motifs that move between exclusivity and desire.