RICHARD MILLE showroom

Location : Fereshteh Commercial center, Elahiyeh, Tehran  |  Area : 25 m²   |  Floors : 2  |  Function : Commercial , Showroom , Luxury Watch Brand  |  Condition :  Designed & Constructed

Architectural Design Team : Mojtaba Morhosseini, Reza Eslami  |  Modeling & Rendering : Amin Rezazadeh  |  Supervision : Dash Office  |  Photography : Reza Eslami

There is a big rise in the quantity and volume of shopping malls in Tehran, and make it impossible for small boutiques and retails to attract customers. If there is a new shop that is about to start, it has to be bold and different to be visible in the urban context.

For this project design subject was to create a small watch boutique for a limited range of customers. The main question for our team that led us to this design was how to create a vitrine for an expensive item? When the number of customers is very low, vitrine and showing watches in the facade are even relevant?

So, We decided to eliminate the vitrine with its common definition and design the whole store as a vitrine and all of the main elements in the store be pointed to the watch stand.

The final form of the projects was the result of our attempt to concentrate the interior of the project towards the stand. Also, we choose black color and accent lights for focusing more on the watches. After entering the store, the customer will be guided toward the stand and watches will be shown to the customer under sufficient light and with no other architectural element to create a minimum distraction.