Giant Floor Display Hall by DHB Design in Chengdu, China

Project: Giant Floor Display Hall
Architects: DHB Design
Location: Chengdu, China
Area: 1,291 sq ft
Year: 2021
Photos by: 404NF Studio

Giant Floor Display Hall by DHB Design

The project is located in Hall 2 of the Fusheng Shopping Center in Chengdu, China, where various brands are concentrated and a unique immersive shopping center is created. The project sits to the left of the escalator on the third floor of the shopping center, facing the atrium, but is easily overlooked by consumers. How to solve this problem—this is an urgent need for design.

Brand History

Giant (Italy) is a brand owned by C&L (Ciambella Legnami), founded in 1881, with 71 years of wooden floor production and is the earliest geothermal raw material brand for wooden floors in the world.

WEIZER Weizpark (Austria) was founded in 1831, located in the city of Weiz, Austria, with over 180 years of experience in wood processing and production. Special attention is paid to research and continuous exploration, which allows maintaining a high level in the industry.

How to combine two top brands within limited space to showcase product advantages and meet consumption logic, making it a purchase point and achieving an immersive effect—this is the second task in design.

Combined Study of Square and Circle

In terms of spatial composition, we give two brands different forms and explore their interrelation to express differences and synthesize them.

The square consists of straight lines, corresponds to square rules, and symbolizes standardization and integrity.

The circle is warm and soft in form, symbolizing harmony.

Although ancient artists glorified the "circle," they did not isolate it. They believed that to enter a circle with a square—because we appreciated the square from the circle—is the greatest beauty of artistic skills. The square is concrete and tangible, while the circle transcends the square. The dialectical relationship between square and circle is a moving process from concreteness to abstraction.

Although the outer square and inner circle contradict common sense, they are inexplicable and surprising. They create an opposite perspective, aiming to show familiar things in an unfamiliar light.

There are two forms of wood—curved and straight. The curved form corresponds to the circle, while the straight one matches the square. The combination of form and texture is realized through an appropriate relationship between two groups. Based on "wood," supplemented with other materials, it delicately conveys nature: from nature, recording time.

Design Reflection

As a designer, any entry point can be expanded to create space. Differences in points and processes may lead to differences in final results. If, based on functional value, one does not follow the beaten path but rethinks things from a new angle, one can achieve a poetic effect.

-Project description and images provided by ZZ Media