The world is becoming very visually savvy and info-savvy. The energy and times are hypertrophic and consumers are perpetually interested in being stimulated, in being excited about their physical environment. It is the residue of the digital age.
With this observation Karim Rashid created a technorganic seamless fluid ambience for pleasurable and experiential shopping and socializing. A Large digital pattern, reminiscent of a traditional Russian embroidery pattern of old techniques of cross stitching, defines the space itself, as walking through a large graphic art piece. Like the shape of the ever-undulating wall, the pattern is like sound waves, data, and information that embrace and envelop the shopper.
The space is filled with bright colored s – bl s – s of dynamics, depth, motion and emotion – hypermodern and the result of exploiting the tools provided by digital technology. The sensually shaped display elements are designed around the extensive grid of columns and have certain functions and presences that define particular diverse shopping experiences. The combination of form and orientation completely diminishes any references to the grid-like structure of the Cartesian world. Customers will feel like they’re strolling around in an urban organic forest, creating a multi-sensorial and memorable experience unlike any other shopping environment in the world.
In this multi-sensorial space urban youth culture meets with local Russian values to synthesize to a global omnipresent and multi-sensorial shopping experience. Creating a desire to return; a necessary function in retail today – to bring people into an eventful space and into an experiential context.