CONVERSE China R&D Center, Charisma Palace that sweeps the world
The case is a prestigious shoe group founded in the R&D base of 3 floors in Zhongshan City, Guangdong Province. The first floor of the building is an office and sample room, the second floor is the R&D Center and the production line, while the third floor is the corporate headquarters. Exclaim United Corp designs the area of first floor into: office, meeting room, sample room, material room, showroom, supervisor office, reception area, reception room, VIP room, and café.
Appealing in the historical culture of the brand itself, the design team embeds the design concept of “palace” and “museum” by exhibiting the styling characteristics and fashionable avant-garde impression of the brand. Despite of its vast number of loyal customers worldwide, the brand is interpreted through particular stylish culture based on the avant-garde and personal perspectives. Apart from the R&D office, the team presents the room through guidance to sanctuary palace that not only includes a casual café, VIP room and showroom but also features the prolonged culture and advanced characteristics of the brand.
Applying the visual image of the brand as theme of the zone, the team incorporates indirect lighting with rich and bright colors to extend from the ceiling to the façade. Different from the traditional sealed zone, the changes in lighting and shadow interpret the brand value and concepts in avant-garde fashion. Such fusion of bright colors and lighting penetrates into the brand culture to convey the spirit of style vigor though the stimulation of visual senses. The consistency and extension have collectively constructed the theme spirit of the field.
The office area is designed with a workstation concept where office functions and smooth lines with versatility are interpreted to correspond to the long history of the brand and the value of hip fashion. The café features customized furniture and lighting fixture to provoke a visual rhythm and inject a leisure and comfortable ambient through spacious and extensive innovation. The showroom is designed with parallel crossing of façade and shelves, extending from the ceiling to become a display function with vertical dimension. The desk extends horizontally, using geometrically continuous shapes to interact and extend, where R&D staff communicate and discuss in bilateral interaction through the shoes displayed in the back, which therefore inspires incessant stream of creativity. The samples are displayed in stairways to symbolize the image of a perpetual brand while the classic shoes are arranged on a customized cabin to interpret the extraordinary value of the brand design.
