Extensive Publicity Retail by Tenniel Tsang

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DESIGN DETAILS
DESIGN NAME:
Extensive Publicity

PRIMARY FUNCTION:
Retail

INSPIRATION:
The store treads a fine line between business and play, paying homage to the owners’ and the targeted consumers’ great affinity with street basketball and pop collectibles. Its tough-luxe theme is heavily influenced by New York city’s streetball culture, combined with futuristic visual elements. While anything can be a collector’s item these days, the store speaks to a more sophisticated crowd.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
It is a lifestyle store in Hong Kong's busiest shopping district, with a laser focus on the discerning sneakerhead and street-style collector. Wrapped in a zig-zag façade, the 3000 sq ft L-shaped showroom spans an entire floor. As a multipurpose space that is also suited for events, fittings and product launches, a wide-open layout is adopted. It has half a basketball court that connects two display areas for clothing and footwear respectively, accented with a lit-up hoop and kooky claw machine

OPERATION / FLOW / INTERACTION:
Extensive Publicity is a lifestyle store in Hong Kong's busiest shopping district, with a laser focus on the discerning sneakerhead and street-style collector. Wrapped in a zig-zag façade, the 3000 sq ft L-shaped showroom spans an entire floor. As a multipurpose space that is also suited for events, fittings and product launches, a wide-open layout is adopted. It has half a basketball court that connects two display areas for clothing and footwear respectively, accented with a LED lit-up hoop and kooky claw machine. The store treads a fine line between business and play, paying homage to the owners’ and the targeted consumers’ great affinity with street basketball and pop collectibles. Its tough-luxe theme is heavily influenced by New York city’s streetball culture, combined with futuristic visual elements. While anything can be a collector’s item these days, the store speaks to a more sophisticated crowd. Complete with heavy-duty concrete flooring, the dark palette highlights a variety of light fixtures to stir the senses and do the legwork in spatial definition. Broken stripes of stick lights bring a sense of movement to the compact apparel aisle. The wide sneaker display space has a stacked rod light fixture illuminating all shelving walls.

PROJECT DURATION AND LOCATION:
The project started in Oct 2017 and finished in Nov 2017 in Hong Kong.

FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design

PRODUCTION / REALIZATION TECHNOLOGY:
Complete with heavy-duty concrete flooring, the dark palette highlights a variety of light fixtures to stir the senses and do the legwork in spatial definition. Broken stripes of stick lights bring a sense of movement to the compact apparel aisle. The wide sneaker display space has a stacked rod light fixture illuminating all shelving walls. Stepped timber clothing racks are custom-made to utilise the zig-zag display space; the basketball hoop is encircled with LED lights for an all-star look.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Wrapped in a zig-zag façade, the 3000 sq ft L-shaped showroom spans an entire floor. As a multipurpose space that is also suited for events, fittings and product launches, a wide-open layout is adopted. It has half a basketball court that connects two display areas for clothing and footwear respectively, accented with a LED lit-up hoop and kooky claw machine. The store treads a fine line between business and play, paying homage to the owners’ and the targeted consumers’ great affinity with street basketball and pop collectibles. Its tough-luxe theme is heavily influenced by New York city’s streetball culture, combined with futuristic visual elements. While anything can be a collector’s item these days, the store speaks to a more sophisticated crowd. Complete with heavy-duty concrete flooring, the dark palette highlights a variety of light fixtures to stir the senses and do the legwork in spatial definition. Broken stripes of stick lights bring a sense of movement to the compact apparel aisle. The wide sneaker display space has a stacked rod light fixture illuminating all shelving walls.

TAGS:
Interior Design, Retail Store, Sport

RESEARCH ABSTRACT:


CHALLENGE:
Achieving a design-driven look on a tight budget, premium materials such as marble was used sparingly, yet judiciously, at the cashier. Light-duty shelvesmounted through the height of the roomare adjustable, allowing versatile display changes with a minimum of work and expense. Additional flexibility is required and built into the multi-purpose venue, by putting most visual and functional features on the walls, and furnishing with convertible and stackable fixtures that can be easily hidden.

ADDED DATE:
2018-06-07 04:50:45

TEAM MEMBERS (2) :
NOVUS' DESIGN TEAM and

IMAGE CREDITS:
Image #1: Photographer William Fung, Extensive Publicity, 2017.

CLIENT/STUDIO/BRAND DETAILS
NAME:
NOVUS PENETRALIS LIMITED

PROFILE:
In classical Latin, “Novus Penetralis” means merging great ideas with extraordinary design. Established since 2004, Novus Penetralis is an interior architectural firm that brings imagination to life. With business across Hong Kong and China, we are a team of top-notch creatives and designers who are not afraid to cross new boundaries. And in a culture built on innovation, collaboration and performance, we strive to create a better future, while building a legacy that can be passed on to tomorrow’s designers. Tenniel Tsang is the Founder of Novus Penetralis and a proud alumnus of the Rhode Island School of Design. With profound knowledge in fine arts, interior architecture and architecture, the designer had gained a wealth of experience from top architectural firms before starting his own interior architectural firm in Hong Kong. Over the years, he has taken on many commercial projects not only for the world’s most reputable companies, but luxury residential projects for local celebrities, Michelin-starred restaurants, retail shops, offices and show flats around the city. Known for his unique interpretation of functional aesthetics, Tenniel’s expertise in commercial and residential design has led him to work with people from all walks of life as he continues to push the boundaries of interior innovation.

NOMINATION DETAILS

Extensive Publicity Retail by Tenniel Tsang is a Nominee in Interior Space and Exhibition Design Category.

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AWARD DETAILS

Extensive Publicity Retail by Tenniel Tsang is Winner in Interior Space and Exhibition Design Category, 2018 - 2019.



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