Maher Women’s Apparel Store Apparel Store for Women by Ali Hamidi Moghadam

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DESIGN DETAILS
DESIGN NAME:
Maher Women’s Apparel Store

PRIMARY FUNCTION:
Apparel Store for Women

INSPIRATION:
The design has been formulated in such a way in which internal space of store is a continuation of city space and impact of the city is felt in the store. In fact, if the commercial application of the store is removed, still it could be a proper space for people to wondering around the city and could be taken as a part of the city. The experience and memory of a space whether commercial or otherwise motivates people to go back to space, for shopping or entertainment.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Showcase, a place for people to go through, not mannequins: Usually, mannequins placed in the showcase to attract people, and customers to the store. However, in Maher store, mannequins are not placed in a showcase and instead, people see some walkers who go through, stop or even sit in the showcase. People from outside watch those inside and those inside watch them outside. In a way, mannequins and people have taken each other place. In Maher store, people who go through the staircase in the showcase are visible and attracting people from outside not the dressed mannequins. This feature gives a distinctive position to the MAHER store, as mannequins have scattered throughout the store. In this design project, a social topic is addressed and a social expression, evaluation, and interpretation of mannequin-ism are done via architectural space.

OPERATION / FLOW / INTERACTION:
Inner space skin (membrane): An independent inner space skin (which has created the integrity of the ceiling and walls), coordinated with old building’s walls is created in the main space of the building with 5.5 meters height. This is an integral membrane, which covers floor, walls, and ceiling and its form and texture are integrated with Persians patterns in a nostalgic way. In relation to the organizing volume of the huge staircase, diversified and attractive spaces are created (in every turn 0f 360 it happens frequently). Depths, shades, and repetitions in the texture create a particular space which promotes the space potential and people desire for shopping and converts it to a desirable space for wondering around and entertainment.

PROJECT DURATION AND LOCATION:
Location: Maher Women Apparel Store, Bouali Sina Square, Hamedan, Iran Date of design: December 2015 and January 2016 Date of Construction: February 2016 and March 2016

FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design

PRODUCTION / REALIZATION TECHNOLOGY:
Materials Ceiling: Compressed foam with polymer cement coating + Acrylic paint Walls: MDF + Acrylic paint Floor: Ceramic Huge Stairs: Metal + Wood Handrails and regales: Metal pipes + baked paint Light frames inside the ceiling cavity: Handmade and metallic

SPECIFICATIONS / TECHNICAL PROPERTIES:
Interior design and reconstruction of Maher women apparel (clothes – dresses) store, which is a part of a fine 40 years old building. This is an area of about 120 square meters which is geometrically very unusual and uneven. Maher store has been in Hamedan for more than 60 years. This building is located next to the circle, which houses the mausoleum of late Avicenna a well-known doctor and philosopher. This location is a tourist attraction. City dwellers and tourists are wondering around in the area for shopping or otherwise. This point has been a main source for the design idea. a well-known doctor and philosopher. This location is a tourist attraction. City dwellers and tourists are wondering around in the area for shopping or otherwise. This point has been a main source for the design idea. Huge staircase, aligned with the city: There was a balcony inside the building, which was demolished during the reconstruction, due to structural problems. This created a space with 5.5 meters height. We placed the staircase in this space as an independent object. This object (staircase) is independent, with 50 cm distance from the walls of the main building. The staircase has created diverse spaces with various applications within 5.5 meters height. People could walk through the stairs, which goes through store’s glass showcase, stop at landings of it and look around. They could also stop at the last landing, which is a kind of a balcony. Supports and services allocations: The fitting room is located at the top of the huge staircase, on the last landing as an attached box with a triangle base. Services and storage spaces are separately located on the store’s ground floor. Handrails and regales, an integrated and continuous structure: Staircase’s handrails and landings end up to regales and dress hanging location, which make an independent, continuous and integrated structure, while each as a separate object has its own structure and configuration. Either at the top or on the ground floor, all of them are integrated and continuous pipes, which are running at 50 cm distance from the staircase and main membrane. A central column: We didn’t attempt to hide that pillar because that pillar had aged 30 years and people were quite familiar with it, and it was an object which has been seen the most during these days. We approached it as an added element in general space design and in contrast with … ceiling. In addition, it was a major factor for laying out elements in internal zoning, circulation, and directions.

TAGS:
Architecture, City, Mannequin-ism, Showcase, Apparel, Store, Women, Iran, Design, Interior Design, Renovation

RESEARCH ABSTRACT:
- Considering architecture as a research - Reducing the building elements to essentials - Attention to internal space - Space formation in a voluminous and three-dimensional way - Relating and connecting of main items of space through contrast - Ability to create attraction to structure application as a fundamental subject - Design and attention to all building elements - Transforming of small, closed, and confined initial space to a vast open space, which happened by identification and utilization of unused, lost and potential existing spaces. - A different look at the stairs (except the common perception) as a special place next to the showcase for seating, standing, watching, and as a balcony (the largest landing of staircase), this also works as a screen showing people or even a media that is screening the presence of people , inside to the outside . - Redefining the’ showcase ‘in the women’s apparel store, which is a place for well-built body and static mannequins to a location for movement and presenting of non-mannequin people, with any appearance and look, which has an attraction for pedestrians in a city environment. - Optimal usage of white and gray colors and wood as a neutral background as an appropriate context for colorful apparel - Separation of spaces without using dividers (except services boxes)in which only structure and form of main elements create this separation and or the connection between the membrane and huge staircase and also the space between the membrane and the main wall of building leads to separation of spaces.

CHALLENGE:
1. The most fundamental challenge to carry out our architectural idea that was the fruit of our research was to convince the employer. We changed the traditional and common approach of a showcase and introduced a new lifestyle for such spaces. Therefore, being accepted by people was important to us. Although our architectural idea was the fruit of an exact research, it was challenging; since there is a prejudiced view in religious societies toward women, especially in most provinces of Iran, and women should not be in sight in accordance with that view. 2. Old buildings in terms of infrastructural and structural issues. 3. We considered both Persian and Modern architecture in designing the structure of ceiling and walls; because the integration of these two factors was interesting for us and the people. 4. Implementation of integrated layers of ceiling and wall should be performed by experienced and interested engineers and workers. Because we had thought and planned a lot for every inch of it to be designed and implemented. Therefore, engineers and workers should be thoughtfully selected. Moreover, we were always there monitoring the task. 5. Cuttigns of the ceiling parts were implemented by a robot that had been invented by young Iranian entrepreneurs but it had just been used for small sculptures in micro scale before that. After evaluating and studying the capabilities of this tool and the methodology, we lowered the likelihood of error and accepted the huge risk of using that robot for our large-scale project. It was a huge risk because the concern of our project was stability and sustainability and its implementation was quite important. So, we implemented it for the first time with such a simple and quite efficient.

ADDED DATE:
2016-11-23 18:27:11

TEAM MEMBERS (5) :
M. Sajad Ghaderi, Yasna Izadi, Kamran Navayi, Hasan Asnavandi and Irsa Khaleghi

IMAGE CREDITS:
Hamed Badami

Visit the following page to learn more: http://ravand-hamahang.com/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Harmonic Trend [L]

PROFILE:
Harmonic Trend [L] always tries to represent the best offer in relation with the client and user. Iran’s economy and the project being economical is [L]’s supreme consideration. We are trying to build a flexible architecture that both the client and the user can adopt it to their own conditions. Investigation and research is the main key and the critical factor that always grounds the impressive creativities in [L]’s architecture.

NOMINATION DETAILS

Maher Women’s Apparel Store Apparel Store For Women by Ali Hamidi Moghadam is a Nominee in Interior Space and Exhibition Design Category.

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AWARD DETAILS

Maher Women’s Apparel Store Apparel Store For Women by Ali Hamidi Moghadam is Winner in Interior Space and Exhibition Design Category, 2016 - 2017.



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