Rams Beyond Etro: Where Art and Architecture Converge

Award-winning sales office redefines showroom experiences in Istanbul

Located in the heart of Istanbul, the Rams Beyond Etro Sales Office by Arkiteam Architecture stands as a testament to the seamless integration of art and architecture. This 1,650-square-meter space, completed in June 2024, transforms the traditional sales office into an immersive gallery, where every element has been meticulously curated to enhance visitor experience. The project’s design draws inspiration from the interplay of curves, light, and shadow, creating a dynamic environment that both showcases and elevates the artworks and architectural models within.

The all-white interior serves as a blank canvas, amplifying the visual impact of curated art pieces and the building model. A striking spider glass facade not only frames the space but also connects the interior to the vibrant cityscape, turning the showroom into a living urban showcase. The metallic gloss ceiling introduces a sense of depth, reflecting light in a way that animates the fluid forms below. Curved surfaces and the strategic use of shadow add a sculptural quality, ensuring that every angle offers a new perspective.

Craftsmanship and materiality are central to the realization of this design. Seamless curves are achieved through precise gypsum board work, while custom metal ceiling panels add a unique aesthetic signature. White natural stone flooring enhances the spatial effect, making shadows more pronounced and the overall ambiance more engaging. The result is a space where design, materials, and storytelling converge to create a sophisticated and memorable experience.

The layout of the showroom is carefully orchestrated to guide visitors on a journey. A clear circulation path leads from the reception area to key experience zones, ensuring that the building model and curated artworks remain focal points. The open plan encourages interaction, while the transparency of the glass facade invites the city in, blurring the line between inside and out. Lighting and material choices have been rigorously researched to optimize art visibility and create a welcoming atmosphere.

Balancing the dual roles of gallery and sales office presented unique challenges. Arkiteam Architecture succeeded in presenting the project model as an art piece while maintaining privacy in dedicated presentation rooms. This delicate equilibrium, achieved within an open, flowing space defined by curves, highlights the studio’s technical and creative prowess.

Recognized with the Bronze A' Design Award in 2025, the Rams Beyond Etro Sales Office exemplifies best practices in interior space, retail, and exhibition design. It stands as a model for how thoughtful design can elevate everyday experiences, making a lasting contribution to both the built environment and the quality of life.