Firm： YALIN TAN + PARTNERS

Type： Commercial › Office Pop-Up Retail Showroom

YEAR： 2010

SIZE： 10,000 sqft - 25,000 sqft

BOX IN A BOX IDEA

ALONG WITH ERSA’S PAST EXPERIENCES AND THEIR INDUSTRIOUS DESIGN PROCESS, WHICH BRINGS TOGETHER COMPANY’S ENGINEERING EXCELLENCE WITHIN THEIR EXPANSIVE FACTORY, INTERIOR DESIGN TEAM AIMED TO CREATE A CONCEPT WHICH IS INSPIRING, EYE-CATCHING AND HIGH-SPIRITED WHERE CUSTOMERS WILL BE DELIGHTED TO SPEND TIME IN.

WHILE CREATING THE NEW ERSA SHOWROOM CONCEPT DESIGN TEAM INSPIRED FROM ERSA’S COMPHERENSIVE FACTORY AND TECHNICAL STRENGTH IN MANUFACTURING. THEY EXPERIMENTED ON INNOVATIVE WAYS OF USING FACTORY INSPIRED MATERIALS AND DETAILS WITHIN THE RETAIL SPACE. THE RETAIL CONCEPT CONSISTS OF NATURAL, DELIBERATELY UN-DESIGNED FACTORY LOOK FEATURES THAT ARE BOTH CASUAL AND POLISHED. CONCEPT COMPRISES A SEQUENCE OF BOXES DONE IN DIFFERENT MATERIALS AS IN A MATERIAL LAB. DIFFERENT TYPES AND SIZES OF DISPLAY BOXES RECALLS INDIVIDUAL ATMOSPHERES AND SENSATIONS TO DEMONSTRATE WORKPLACES AND FURNITURE SYSTEMS. DISPLAY SOLUTION DREW CONCEPTUAL INSPIRATION FROM CHILDRENS BLOCKS IDEA AS IT SYMBOLISES A STRAIGHTFORWARD GEOMETRY AND UNDERSTANDING. THESE SCULPTURAL DISPLAY BOXES ARE RULED BY WOOD AND COPPER, SMOOTH AND ROUGH, UNREFINED AND POLISHED WITH A PLAYFUL CROSS REFERENCE TO INDUSTRIAL LOOK AND FEEL OF ERSA’S FACTORY.

CONSUMERS DEMAND EXCITING PHYSICAL ENVIRONMENTS, EXPERIENTIAL SHOPPING AND SOCIALISING. DEFINING THE RETAIL SPACE WITH USE OF DYNAMIC BOXES, OVERSIZED GRAPHIC ART WORKS AND VIDEO INSTALLATION, LIVE FROM FACTORY, CUSTOMERS EXPERIENCE A MEMORABLE MULTI-SENSORIAL EXPERIENCE.