DAZZLE Kerry Center Flagship Store

Dazzle store at the Kerry Centre Shopping Mall is the first shop of the just renovated image of the Brand.
The store design states the Brand will of having a refined image, clearly feminine but in a not obvious and too conventional way, that embodies the Dazzle woman, at the same time elegant and dynamic, modern and chic.
The store concept was born around a strong idea of space that leads to the result of having a dynamic space with a clean design. The layout is generated from a shape that is conventionally called "Petal", which is a rhomboid with curved angles. This matrix overlaps the space assigned by the Landlord and becomes pure white partitions that like a theatrical scenography cut the original room and create a dynamic space. The collection is displayed just in front of these white surfaces.
Behind the white partitions are hidden the fitting rooms areas, the cashier desk station, the technical and stock areas.
This space concept can be briefly described as a "minimal Baroque".
The architectural box is gray stucco with a rough finishing; marble panels are located on this perimetric layer in order to have special focus areas. One of the focus panels hanged on the wall has a special finishing designed and custom made in Italy exclusively for Dazzle Brand, it is a combination of rough wooden boards covered by a 5mm transparent and glossy resin layer. The contrast between the white petals, the rough gray stucco and the precious marbles is the base of an unexpected effect.
The wooden floor has a typical European decor that is mainly known because it was used in the aristocratic houses in Paris. This floor has black marble inserts with the shape of petals.
The freestanding displays, that are generated from the same matrix, have a light gold finishing on the vertical surface and a marble layer on top. All the hardware details are very simple but at the same time the design of them talks about quality and high-end environment.
The store front and the windows are designed in a way that the strength of the inside architecture can be easily seen from outside, in some way the shop is itself the window. In Kerry Centre shop the side close to the void area of the balcony has big marble panels which are visible from the road and from the mall lobby.
The lighting design, a key part of a sales space, was created to superimpose layers of light; on the one hand it lights up the space, emphasising the materiality and finish of the partitions and, on the other, it creates accents, highlighting colours and materials in the garments and accessories on show.
Lighting products and systems developed, then, to create light scenography within the store capable of bringing out the nature of the space, emphasising the colours and fabrics of the merchandise on show, and inviting the customer to enter, to stay and to select their purchases.