NewForm: A Fusion of Nature and Art in Retail Design

Huainan Jia and Jian Zhu's Award-Winning Exhibition Space

The NewForm brand, known for its top-tier Italian bathroom products, has always drawn its core concept from nature. The power of a waterfall, the clarity of a babbling brook, and the adventurous spirit of a jungle treasure hunt served as the inspiration for this unique brand space. The designers, Huainan Jia and Jian Zhu, have seamlessly integrated this concept into the store's design, transforming a limited space into an artistic haven that showcases the products' functionality.

Breaking away from the traditional retail store model, the designers have divided the store into multiple spaces with alternating levels of light and shade. This innovative layout, inspired by the interplay of "light and dark," guides the foot traffic through the store. The result is a retail space that is not just a store, but an immersive experience for the customers.

At the heart of the circular space is an art installation named "Dance of Water." Resembling a drop of water under the lamplight, this installation, along with dancing black lines, attempts to break the spatial boundary. The inclusion of Chinese bamboo elements in the small arched window creates a living landscape painting, symbolizing the interchange of Chinese and Italian cultures.

Despite the limited 224 sqm area, the designers faced the challenge of incorporating multiple product series and creating a "vast" feel to the space. They achieved this by cultivating a mechanical atmosphere with the Park series of products and using dim lights to enhance the depth of the space. The wall of Italian handmade ceramic tiles provides customers with diversified collocation and combination solutions, enriching the display form of the products.

The NewForm exhibition space is a testament to the designers' ability to overcome spatial limitations and create an immersive retail experience. It is a space where every step brings a change of scene, and the visual, audio, and tactile senses are fully engaged. The design's success is evident in its recognition with the Silver A' Interior Space, Retail and Exhibition Design Award in 2022, a testament to its outstanding expertise and innovation.