ROY Flagship Store

Nanjing, China

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Art Pavilions along the Hangpu River

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Red Town Office

ROY Flagship Store

Nanjing, China

Firm

Tantra Creations

Type

Commercial › Retail

YEAR

2011

ROY was first introduced to the public at the 1889 World Expo in Paris. More than 120 years after, ROY has been launched into the Chinese market at the World Expo Shanghai 2010. Beside its presence at the Expo, ROY opened its first flagship store in Nanjing. Taranta Creations was responsible for the design and the branding strategy. ROY is now establishing more shops, based on the flagship store design, around china. Recently a store in Beijing has opened. The relation between man and water determines the user experience in a bathroom. The water touches the skin; hot or cold water, serene or splashing, liquid or moisture. To emphasize this relation the concept for the interior organization and materialization of the ROY showroom is derived from different manifestations of the ocean. The curved geometry of the glass is inspired by the waves that arise when the ocean reaches the shore. The glass façade easily lights up the whole shop, and upgrades a monotonous retail spot into a glamour focal point. As you enter the shop, you descend into a scenario where you are surrounded by a deep oceanic environment. On one side of the shop the white sculptural partition walls and furniture refer to the sculptural modifications of the coral reef. On the other side of the shop, a cluster of ice floes indicates that you are approaching the “end” of the ocean, the polar caps. To achieve a maximum effect of smooth crystal white interior the surfaces are constructed in Corian and lighted by gentle spotlights.By inheriting different oceanic aqua forms, the pure and experimental space stimulates and calms the customer’s senses at the same time.