Made.com have opened a new showroom in Soho designed by London firm Bureau de Change. Architects/designers
Billy Mavropoulos and Katerina Dionysopoulou have produced a remarkable space which plays on the contrast between the retailer's ephemeral virtual foundation and the solidity offered by a physical store. One way this contrast is addressed is in the interspersal of projections of Made's products among the showroom's actual pieces of furniture (below).
Billy Mavropoulos and Katerina Dionysopoulou have produced a remarkable space which plays on the contrast between the retailer's ephemeral virtual foundation and the solidity offered by a physical store. One way this contrast is addressed is in the interspersal of projections of Made's products among the showroom's actual pieces of furniture (below).
The pair have also expanded on the idea of the showroom as counterbalancing the innate intangibility of online retail by dedicating one wall to framed postcards behind which customers can access swatches of materials from Made's products. The showroom therefore allows Made.com to capitalise on all the benefits of online retailing while still offering its customers a tangible, tactile shopping experience. In this aspect Dionysopoulou and Mavropoulos can be understood as presenting an innovative design solution to a decidedly modern retail issue.
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