«Expostroy» Window Display Design

Moscow, Russia

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«Expostroy» Window Display Design

Moscow, Russia

Firm

Rokot Studio

Type

Commercial › Retail Showroom Shopping Mall

STATUS

Built

YEAR

2024

SIZE

0 sqft - 1000 sqft

BUDGET

$50K - 100K

Project objective: to design the interior spaces of three facade display windows for the Expostroy retail complex. Height of the display window structure: 5800 mm. Total length of the display windows: 61 meters. Depth of the display windows: 1300 mm.

The idea of this project is to place a new structure inside the showcases, which develops inside the interior space of the showcases and accommodates different interior objects, exposing them.

To be perceived from afar, the volume of the erected structure must be resolved by large distinct shapes. One main color, which harmonizes with the existing color scheme of the facades, also works for the integrity and completeness of perception. The invented plasticity of large curving volumes creates a play of shadows, which is visually read from a distance and attracts attention. The lighting enhances the effect, accentes the curves of forms, and adds depth. An expressive image and active color should focus attention on the most captivating aspect of the façade.

The goal is to evoke in the viewer, the visitor of the shopping center, and the resident passing by a feeling of theatricality, play, and intrigue. Each placed piece of furniture is treated as a character occupying its niche stage. These objects are distributed unevenly in a certain rhythm. Some of them are exhibited solo. Some are grouped into plots, symbolizing typical interior scenarios, such as living room, dining group, wardrobe, etc.

Elements that create visual noise: existing metal supporting columns, drainpipes, and ventilation boxes are concealed inside the structure now. Another difficulty was the frequent frames of the existing display cases. The black metal columns, cutting the facade, had to be harmoniously integrated into the project. These narrow vertical lines are balanced by the large plasticity of the curvilinear shape now. The rhythm of the internal volumes — their turns, bends and niches — is coordinated with the pitch of the existing columns, which now seem to frame the entire exposition.