The internet new retail brands are facing the dual challenges of post epidemic economy and Low-carbon economy. Offline space experience and easy circulation have become keywords for new retail. As a typical new retail building materials brand, CHAIHOME also faces the same problem. The venue of their new exhibition hall is located in a building with three floors above ground and one floor underground. The exterior of the building is wrapped in glass bricks, providing excellent lighting. The internal space is chaotic and lacks memory points.
QISI did not prioritize the exhibition function, instead, within a limited budget, focused on creating inclusivity, identifiably and place spirit. According to the characteristics of each layer of the site, QISI established order with an efficient space configuration strategy. This strategy aims to utilize basic spatial form operation to create a rich experience with minimal spatial intervention. In addition, QISI balances the proportion of fixed elements and easily recyclable elements, giving the exhibition hall a unique personality and aesthetic feeling QISI provides a feasible model for the current retail space of building materials within limited resources.
QISI organized first floor space with three boxes. A long strip shaped box extends from indoors to outdoors. It plays a role in guiding the entrance and transitioning inside and outside. QISI used the rhythm of the lamp array to hide the beam above the entrance, making the long box coherent inside and outside. The box that wraps the core tube accommodates functions such as bar counter, display, storage, and guidance. It organized a messy interface. The box covered in tiles hides the internal office space through a secret door. The space outside the boxes remains original. It implements a strategy of minimizing intervention. The organized space becomes Clear, concise, and highly recognizable.
After entering from B1 entrance, people first pass through a corridor. On the left side of the corridor is the high-density ceramic tile exhibition area, while on the right is the product shooting area and warehouse. The shooting process of the product is displayed to the public. It combines building materials with photography art, stimulating customers' curiosity and expressing the brand's honesty.
The pace configuration strategy of high-density exhibition areas is that set up an inner and outer exhibition area with four structural columns in the middle of the space as the boundary. Then establish a spatial proportion system through the wall structure and booth shape together. The box in the middle is a laboratory for testing ceramic tile samples. The positioning of the box deviates from the center, which is used to balance the visual experience of different viewpoints.
36 drawer metal shelves were transported from the original exhibition hall for secondary use. QISI arranged the exhibition shelves into groups and wrapped them with wooden boards to unify the form. The grid on the table is used to place the samples. A strong order helps to coordinate different styles of tiles. It also reminds people of jewelry and cosmetics display cabinets, increasing customers' familiarity with building materials.
Using the row of slanted steel columns occupying the central space as clues, QISI arrange the wall carrying the ceramic tile exhibits around the central area. The paths traverse the exhibition walls, forming portico. The space between the two door openings forms an independent exhibition area for displaying the same type of products. Customers walk through the door opening to the next exhibition area. The door openings are deliberately lowered to enhance the feeling of people walking through it. Although each exhibition area is closely spaced, but the door opening enhances the independence of each other.
The ceramic tile display racks are constructed of square steel covered with sunlight panels. Light and heavy create an interesting contrast. The display rack is installed in an assembled manner, making it easy to recycle and reuse after the end of the usage cycle. The size of the display rack is set according to the tile module. It facilitates flexible display of different products. This basic element builds an orderly, flexible and inclusive space system.
The positioning of the brand on the third floor is to show the effect of three-dimensional tile laying through real scenes. QISI takes advantage of the height of the top floor to build a miniature block system with boxes, steps, and platforms. The spatial prototype of the "block" can be used not only for exhibitions but also for brand releases, salons and commercial shootings, etc. It is different from the exhibition mode of the model room. Sample tiles are organically arranged throughout the "block", forming a surreal utopia. People walk through it to gain the experience of free observation.