APRIATI FLAGSHIP STORE, CHELSEA

APRIATI FLAGSHIP STORE, CHELSEA

CONCEPT

VISUAL

LOCATION

LONDON, UK

YEAR

2017

TYPE

COMMERCIAL

STATUS

COMMISION

SIZE

100 m2

The boutique concept of the Apriati brand stems from the ancient Greek root of the word ‘apriati’, which communicates a strong desire to own beautiful items. The design of the interior allows the visitor to delve into the brand philosophy while wandering within different narratives. In this manner, the desire translates into a wanderlust, a pursuit of the exquisite flowers.

We worked on the project conceiving it as an installation, where the different rooms were inaugurated as an almost endless intertwining of forms and sensory stimuli. To paraphrase Duchamp, the identity and intention – of the brand - is discovered through the materialization of the space. Pursuing the trajectory of a fairytale, we created an architectural composition, with the characteristics of a fable, where the subject is submerged into a spatial gradient that lures them from the street, through a fairytale garden, to a mystical marble cave.

Upon entering the exhibition space, the visitor is invited to wander among geometric structures that form alternative garden landscapes. These blossomed flowers offer endless possibilities of exhibiting the jewellery. The apparatus is versatile, allowing the visitor to experience the different curatorial approaches that accompany our vision for the brand. The fundamental meaning of the garden is found at the same time in the individual works, but also in the hidden treasure they collectively contain. It is a paradoxical space. It is an act of commitment, that reveals itself as a non-linear narrative, a mental landscape, or even a choreography. The public is invited to walk on the floor, which is encountered as the soil, where the flora sprout into unique mesmerizing designs, enticing them to segue into the more intimate space of the cave.

The transition from the garden into the mystical cave bears its own narrative for the visitor, allowing them to experience a progression of seclusion from the exposed exhibition room towards the concealment of the fitting room. The homogenous, monolithic space layout fulfills the need to withdraw and delve into an intimate experience of reflection, comprised of marble, glass and mirrors. Ancient religions associate marble and such rigid stones, as symbolically connected to the body and its dual characteristics of suppleness and fortitude. The mystical cave is conceived as the minimum needed space to inhabit and in this way the experience of asceticism reveals the fundamental datum of human existence that is the never-resolved tension between desire and restraint, where both coexist in a constant precarious equilibrium that is materialized into space.

PRINCIPAL ARCHITECT

KOIS STELIOS

PROJECT LEADER

ANDROMACHI NTOUFEXI

DESIGN TEAM

  • LEONARDOS KATSAROS
  • KONSTANTINOS KATSADIMAS
  • VASILIKI PAPARGIRI
  • ANTONIOS SARLANIS

PHOTOGRAPHY

GIORGOS SFAKIANAKIS www.gsfak.com

VIDEO ART:
MANOS JOJOS, DIONYSIS ANDRIANOPOULOS