AN INSTAGRAMABLE CONCEPT FOR @PEWTERSTORE
Tech and urban influences merge in Pewter, a store in Gandía displaying new languages to respond to the new needs of its target audience. Turned into an Instagram stage, the design pays homage to the ephemeral and fluent behaviours that defines generations ‘y’ and ‘z’.
➀ URBAN AND TECHNOLOGICAL FLAVOURS
Provocative, irreverent and transgressive. The vision for this store promotes a more spontaneous concept through an interior design and a graphic identity as the perfect setting for the most viral photographs. It is a space where users and consumers can connect with the brand in an spontaneous and irreverent way; through a concept that understands the keys to current consumption and that worships the selfie and the power of social networks. A concept that talks about speed, light and flight and current sensations transferred to the sales space.
➁ BARE TECHNOLOGY
The design seeks to give visibility to everything that has up till now been hidden; following the premise that not everything has to be integrated, fitted or measured. In this space, every detail has its own personality because Pewter is as spontaneous as real and exhibits in a natural way what others hide.
With an iconic urban bench on the façade, the window works as the first attraction, inviting visitors to get into the universe of a store that is no longer a store.
Inside, metallic latticework on the walls is used to display products, while ticker LEDs with moving texts wrap and accompany customers throughout their tour in the store, together with translucent PVC slats on the floors simulating large precast concrete slabs.
The space rests under a yellow rock wool ceiling –the corporate colour– enhanced by a grid of LED tubes that illuminate 360 degrees.
The naturalness of the design reveals the hidden. Power strips and plugs play a leading role in the space, as well as the cables exposed as part of the interior design´s storyline.