Clara Stones Coral Concept Store
Coral Concept Store
In between dreams and reality, the world of Clara Stones is full of polymorphic creatures above and under the water. It is a world inspired by corals, a living being of the sea with a strong cultural value and symbolism. The concept store is treated as a place where jewelry is presented through the search of flavour/taste that best suits each visitor. Customers are welcome to try jewelry in the same way that the inanimate models taste it, while commenting it as a dish.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
A two-level store is shaped thematically - the undersea world on the ground floor and decadent feast on the first floor.
A wooden branch breaches through the floors and is partly trapped in the showcases. The interior is ethereal, using white in different materials and textures. The focus are the lighting fixtures forming a light installation resembling marine organisms. Specially designed jewelry displays follow the contours of the underwater world and are arranged into flocks.
OPERATION / FLOW / INTERACTION:
An ethereal interior puts the focus on the jewelry.
PROJECT DURATION AND LOCATION:
Clara Stones initially commissioned the team to redesign the visual identity and branding. After the initial inspection of the existing branding and shop the client was consulted to do an interior design project to best represent the new branding. The shop is situated in Dubrovnik, designed in Zagreb, Croatia. The initial briefing started in December 2014, and the redesigned shop with the new branding was opened in April 2015.
FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design
PRODUCTION / REALIZATION TECHNOLOGY:
The challenges production wise were the deadline and the budget. In a short period we made a series of product shots used for the branding and acquired the necessary illustration. The development of acrylic displays was going quite fast and we managed to solve all the problems with the help of our good technologist. Since the budget was tight, the birch tree trunk was acquired from a country side private property from one of the designers. It was a very hands on approach that included a neighbour skilfull with a chain saw.
SPECIFICATIONS / TECHNICAL PROPERTIES:
A two-level store, size cca. 30 m2
concept store, coral, fantasy, water, polymorphic, ethereal, jewelry,
After extensive factual research about corals, it was concluded to put the brand's focus on the symbolical meaning of coral.
A set of questions led to a development of a fantasy story taking place somewhere in between the living and the non living.
This dream like method gave guidelines for the interior design and branding. Polymorphic creatures use coral as their vital body parts under the sea. While above inanimate female models treat the jewelry as a form of food. Thus the concept store becomes a restaurant serving jewelry.
TEAM MEMBERS (3) :
Marita Bonacic, Negra Nigoevic and Katarina Peric