Chinese brand Diamond-Dazzle’s new store recently opened its doors in Beijing’s Oriental Plaza shopping centre. A project spanning over 300 m2, once again the fruit of a collaboration between Milan-based architectural firm Cristofori Santi Architetti, who took care of the interior design, and Rossi Lighting who illuminated the space.
The new Diamond concept was developed to effectively communicate the brand’s identity and the exclusivity of the products it offers: dedicated to the refined, international woman, who wants timeless clothing that’s bang on trend.
Building on this, the style of the space has a strong European palace vibe, with the various rooms connected by brass doorways. The ceilings are different in each room, enriched with classic-pattern plaster motifs; while the floor is embellished with stone inserts, to resemble stylised diamonds, and carpets.
The clothes hangers are made from a simple gold metal frame, inserted in niches or constructed in the form of cages and positioned in front of panels to catch the eye. The panels are made in two different styles, in marble or plaster in the shape of curtains to reflect the drapery typical of aristocratic homes.
Finally, the furnishings in the central section are made from the same white metal frame or marble in a parallelepiped shape, forming surfaces to showcase clothes or other small objects.
The use of warm grey with tones of pink and white creates a sumptuous, feminine setting.
The lighting design, developed by Rossi Lighting, integrates perfectly with the shapes of the architectonic space. The LED light sources selected were Yori projectors with articulated arm, fixed in coves in the ceiling, and Unimossa recessed luminaires.
The luminaires deliver a correlated colour temperature of 3000K and a colour rendering index >90, absorbed power, including auxiliary supply loss, of just 23.9W, and nominal luminous flux of 2038 lm from the LED source.
The lighting design also features a selection of accessories, shields and diffusers, to reduce glare and ensure the correct illumination of both the architectural space and the merchandise, in order to best communicate the brand’s language and ensure the optimum in-store experience.
The spaces feature superimposed layers of light, to showcase the goods on display, without taking away from the values expressed by the architecture. The selection of LED products was carefully considered in view of the typical needs of a retail space, which gives priority to the quality of light, in order to make the most of the colours and finishes of the goods.