Gem·Dream·Style Exhibition by SODA architects

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DESIGN DETAILS
DESIGN NAME:
Gem·Dream·Style

PRIMARY FUNCTION:
Exhibition

INSPIRATION:
Brilliant gems, colourful and glittering, stand for Bvlgari, a combination of reality and illusion. Soda architects’ design work for Vogue and Bvlgari makes ingenious use of photics and illusion in an attempt to overcome the line marking reality from mirage, and put viewers into a space of reality and illusion so as to become part of the scene. Updated design techniques are applied to illustrate the constant change of jewelry and fashions matching the different currents of times.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
At the entrance, the eight-meter high picture wall of Vogue fashions of different times is the installation of a spatial vision, facing the shuttered mirroring facade on the other side. To wrap up the whole space with these fashion pictures and their reflections, each leaf of the mirror shutter has a different mirroring angle of its own. Filling up the exhibit hall are those sparkling diamond pieces of different sizes. Some are mirroring devises blinking at the edge and some simply diamond forms shaped with light emitting frames. Colorful film is used on one side of some diamonds to reflect diverse colors for the viewers in different positions. All the elements above are interacting in reflection in the space between the floor and the mirroring materials on top of the head, providing the viewers with a dream experience of visiting an endless expansion of diamonds floating around.

OPERATION / FLOW / INTERACTION:
At the entrance, viewers see their images mixing up with the Vogue posters to be presented by the mirroring shutter leaves. In the exhibition hall, viewers see their photos floating up with the diamonds around in the endless expansion space.

PROJECT DURATION AND LOCATION:
The exhibition was exhibited from 1 November to 22 November 2016. The location was at "Soka Art Center", in one old factory building of Beijing 798 Art District, China

FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design

PRODUCTION / REALIZATION TECHNOLOGY:
Soda architects use the self created “light reflection simulation program” together with the atmospheric supporting design throughout the process to produce an accurate visual effect of reality and illusion. Computer simulation is adopted for study natural diamond configuration to obtain the real-to-life diamond forms. And acrylic mirror is used for its light and safe quality. The Serpenti logo of Bvlgari is lined up with LED array, moving and flowing on the floor, reflected back from the ceiling and overlapped in the air.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 15m x Depth 40m

TAGS:
Illusion, optics, reality, mirage, boundary, boundless, Vogue, Bvlgari, Gem,Dream

RESEARCH ABSTRACT:
The purpose of the design is to put viewers into different space dimensions created by varies scales of gems, and different fashion currents Vogue has been elaborating, getting a real sense of the jewelry in its particular time and dimension.

CHALLENGE:
Rich colored gems represent Bvlgari. It is contradictory to present color together with light of high degree of revivification. Soda Architects chooses 3M dichroic glass film, which can change with the movement of the viewer’s positions and angles, to inlay in several selected surfaces of the LED diamonds. Thus the brilliant colors in the exhibit hall refresh themselves from time to time with viewers’ tours while the light on the cased jewelry remains the same.

ADDED DATE:
2016-12-08 12:27:46

TEAM MEMBERS (1) :
Architect: JIANG Yuan, Architect: SONG Chen, Designer: CHEN Fei

IMAGE CREDITS:
CAO Xuefeng, JIANG Yuan

PATENTS/COPYRIGHTS:
The intellectual property rights to all documents belong to CONDE NAST ADVERTISING (SHANGHAI) CO., LTD

Visit the following page to learn more: http://www.soda.archi
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CLIENT/STUDIO/BRAND DETAILS
NAME:
SODA architects

PROFILE:
“Design is the catalyst that elegantly brings out the full potential in a project.” SODA Architects was founded by Mr. Yuan JIANG and Mr. Chen SONG in 2015, in Paris and Beijing simultaneously, using their comprehensive background in local and international forms of architecture and art. Years of experience at Ateliers Jean Nouvel (Paris) and Pei Partnership Architects(Asia) respectively, allowed both architects to participate in renowned projects such as “The Suzhou Museum”, “The Paris Philharmonic Symphony Hall”, “The New National Art Museum of China”, among others. In 2010, they were shortlisted by New York’s eVolo Design Competition and recently, the duo collaborated with VOGUE Magazine on this “Gem•Dream•Style” Retrospective Jewelry Exhibition designed for LVMH’s Bvlgari.

NOMINATION DETAILS

Gem·dream·style Exhibition by Soda Architects is a Nominee in Interior Space and Exhibition Design Category.

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AWARD DETAILS

Gem·dream·style Exhibition by Soda Architects is Winner in Interior Space and Exhibition Design Category, 2016 - 2017.



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