Inspirational space for a tailored shoppingPublish by : G and G Magazine ,
Bridging cadence and harmony to haute fashion, H2R Design composes the new interiors of SYMPHONY at The Dubai Mall.
H2R Design, the young dynamic award-winning design studio creating some of the most renowned commercial and hospitality spaces, was tasked to design the interiors of SYMPHONY, the luxury fashion store, which relocated to its new 2-floor home within the recently launched Fashion Avenue Extension at The Dubai Mall. Spanning over 672 m2, SYMPHONY is a luxury, multi-brand boutique, providing women with a variety of new and renowned designer brands from all over the world. The design vision was to create an inspirational space inviting the unique personalities to experience a tailored shopping occasion.
A significant point of inspiration for H2R Design was the name of the store, SYMPHONY – a musical composition for a full orchestra and a blend of sounds that create a beautiful harmony. The fluidity of these musical waves and the harmony that can result from the blending of different instruments, amongst the creative talent (the showcased garments and products) is represented now in this retail space.
The design had to be aligned with the SYMPHONY brand guidelines and persona which are: Airy, Light, and Inviting and had to reflect the expert curation, bespoke customization, personalized services of the store whilst evoking an overall nurturing environment. SYMPHONY boasts of intricate elements in every corner and delicate detailing throughout, yet the guidelines were taken into consideration in every step and when merging the two-floor design seamlessly and into a harmonious order.
This led to the creation of an illuminated staircase, which plays a vital role to the holistic store experience. Adding to the theme of melody and harmony, the staircase emphasizes the fluidity of the space by effortlessly connecting the ground floor where the accessory boutique and signature fashion brands can be found, to the first floor where the florist and perfume sections reside. It also naturally flows into the TWO café where retailers can ultimately relax and unwind over delicious treats. Alongside the rails, counters and shelves, the backlit alabaster accessory wall elegantly displays shelves with shoes and bags and adds to the interchangeable elements of the display. The backlit wall also exudes luxury and adds to the light and airy experience aimed to consistently have around the space. It creates a dynamic place where the retailer can interact with the garments on display in a variety of ways, inspiring them to find their identity via high-end fashion. “Keeping the concept of a symphony as our inspiration, we envisioned the store to be approachable, refined, feminine and spirited, helping women express their unique individual identities with the perfect dress and accessory for every occasion. The space allows the merchandise to really be showcased while still having a strong architectural identity,” H2R Design team described.
“We recreated this harmony architecturally through a melodic use of lighting and materials. With the curvature of the paneling and walls, and the blurring and blending of spaces, the shopper can sense lightness and movement,” they continued. A space that exudes quality craftsmanship, luxury and elegance, the simplicity and detailing of the interiors has produced an environment that represents the same quality as the products it homes. The warm tones, and open airy spaces ensure the retail experience is not intimidating, but warm and inviting.