Eleganza

Designed by: The Invisible Party
For client: https://www.eleganza.nl Floor area: 75.60 M² Year of completion: 2019
Submitted for: Multi-Brand Store of the Year

Sal Marston Photography Tip Eleganza 07
© Sal Marston

Amorphous shapes form display tables and seating elements. Lighting tracks emphasise the store cut in two halves.

About the Project

Located in the Dutch city of Hilversum, Eleganza is a multi-brand store for high-end footwear.

We created a contemporary shoe store with a dramatic visual split between the men’s and women’s collections. Through an oblique line, supported by color blocking and black lighting tracks, the illusion is evoked that the store is cut in half at an angle. On the men’s side shades of grey simulate a cool atmosphere juxtaposed by the warm blushing nudes of the women’s segment.

Contained in the two parallel realities are flexible shelving systems appended to the walls. These are slanted in a way to display the shoes from an upper angle, resembling the view of the wearer. Display blocks can be added to allow a flexible placement of different types of shoes. Free standing amorphous furniture for seating and display softens the sharp lines and completes the modular layout. The high-quality materials and an exceptional use of color create an exclusive and original customer experience while ensuring an efficient use of space.

What’s unique about it

Through its sophisticated concept, without compromising on functionality, Eleganza stands out above its competitors. A clever use of space, a refined colour palette and the use of innovative materials makes this the perfect outpost for shoe aficionados.

Sal Marston Photography Tip Eleganza 06
© Sal Marston

Store as seen from the entrance. Oblique line divides the store in two halves; with both a different color schemes. Grey for men’s, nude for women’s.

Sal Marston Photography Tip Eleganza 02 B
© Sal Marston

Women’s section in nude tones. The shelves are painted in a gradient of nude tones, to create a false perspective of depth. Blocks are used to display high heels.

Sal Marston Photography Tip Eleganza 02 A
© Sal Marston

Women’s section in nude tones. The shelves are painted in a gradient of nude tones, to create a false perspective of depth. Blocks are used to display high heels.

Sal Marston Photography Tip Eleganza 04 B
© Sal Marston

Detail of back wall where the men’s section and women’s section meet.

Sal Marston Photography Tip Eleganza 05 A
© Sal Marston

Detail of modular shelving system in the two different color gradients and the possible positioning of the shoes.

Sal Marston Photography Tip Eleganza 01 A
© Sal Marston

Men’s section in grey tones. Footwear is displayed at a perfect angle (to simulate the perspective of when you wear them). The shelves are painted in a gradient of grey tones, to create a false perspective of depth.

Sal Marston Photography Tip Eleganza 03
© Sal Marston

Detail of shoe block for displaying high heels.

Floor Plan New

Floor plan

Sections 2 01

Cross sections

Location of project:
Credits:
Van Assem Interieurbouw

Van Zoelen

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