The project is located in a commercial street full of worldly atmosphere, Zhongxiao East Road, Da‘an District, Taipei. The store is 4.1m wide and 14m deep, with the height of only 2.7 meters. The total area is about 64 square meters. The site, which was originally a clinic, should be redesigned to meet the the client need for reception, small interactive exhibition, warehouse, and sale. The designer turned down all the walls in the original space with a heart-shaped installation in the store, as the eye-catching function, creating an artistic narrative linear space in the limited narrow site.


Based on three aspects of the space structure, brand concept and art, the whole design revolves around the love contained in the brand. Diamond, as the custom product of the jewelry brand, is extracted by the designer into unprocessed natural ore slices. The design which origins from the heart, transform the concrete symbol of love into three-dimensional context, the presentation of love in the world, to be exact. The design of irregular LED translucent metaphors the diamond luster after which the rough stone is polished. This light-emitting device is not only functional but also an artistic. The most direct way is aimed to arouse the curiosity of passers-by and find out. The hard shape and shining light interpret the design concept of global brand high-end customization, conveying a delicate and mysterious.

▲平面图 Floor plan

▲店铺外观a,Store front a


The whole store in gray and blue creates a balance, cultivates the image of the brand itself, and brew the mufti-facet emotion of love behind the diamond.


A blue heart-shaped installation in the center of the sight is the beginning of the ingenuity in the space. The low-key luminous block is wrapped in silver brushed stainless steel. With the movement of the position and perspective of the customers, different perspectives of images are generated. In the morphological language of different spatial levels, the blue heart becomes more eye-catching in the pure silver tone, faintly refracting light; the linear light strip extends the space, allowing the visual interface to spread infinitely; the use of an exaggerated heart-shaped installation brighten the entire gray space, expressing the dynamics with the frozen heart shape about to explode; with dark furniture displaying details, it allows the customers to focus on the central heart-shaped design. Each showcase is waiting for customers to pick up its most moving side.

▲心形展柜动态图 Heart-shaped showcase dynamic drawing

▲心形展柜 Heart-shaped Installation


The luminous blue and purple elements are aimed to response the original visual image of the brand and arouse consumers’ desire to buy.

▲店面b,Store front b

▲充满折射与反射的展示空间 Exhibition space full of refraction


The mirror and stainless steel material allows everyone to feel the love that belongs to him and her in the diamond. Through the extended display cabinets, when customers walk through the space, independent display cabinets facing different angles are designed along the walking motion line of the narrow space. Under the various reflections of light, the scenery changes step by step.

▲拔地而起的蓝色装置柜成为纯灰空间中的亮点 The blue installations rising from the ground become the bright spot in the pure gray space

▲售卖与展示结合的空间 the space with the function of selling and exhibiting


On one side is the heart-shaped display area, and on the other is the diamond display area. Both is integrated in the connection of mirror materials. The story of love is born in this world.

▲新型装置的碎片作为产品展柜a  Flexible heart-shaped installation a


Some monomers are used as jewelry display functions to show the brand‘s permanent collection, and others can be constantly replaced with new products of every season, leaving space with unlimited possibilities. The recessed niche space of the showcase is still brushed stainless steel, combined with the warm velvet underside as the jewelry background, commensurate with the overall tailor atmosphere.

▲视觉效果呈现随视角变化而不同 Flexible viewing angles in different height

▲璀璨夺目的材料即是耀眼的存在 The dazzling materials itself is a eye-catching existence.


Several groups of parallel modules are connected and independent of each other to form a display unit consisting of a box containing display and collection. The independent monomers are stretched into a dynamic expression in the space. These parallel modules are composed of laser-cut electroplated stainless steel plates and acrylic plates, and are equipped with colorful LED light-emitting lamps. All components are prefabricated and processed in the Shanghai factory during the epidemic. To Taipei, on-site hoisting welding or hinged connection. Numerical control processing ensures the precision of the installation components. The method of assembly and installation of prefabricated modules greatly saves the labor and time cost of on-site construction. Moreover, the main materials used in these construction devices can be disassembled to replace the display site.

▲展示与售卖结合的空间 The space mixed with exhibiting and selling.

▲平面心形语言本身的运动关系与空间的互动关系 the relationship between the movement of the plane heart language itself and the interaction of space

▲新型装置的碎片作为产品展柜b Flexible heart-shaped installation b


The dynamic sense of the space is an important part of this project with traditional metal and linear lighting system. The space display is completely presented in the horizontally expanded glass. At the same time, the passages in the exhibition and display areas open their arms for customers to explore forward.

▲不同灰度的金属及镜面,在不同角度给消费者心里营造神秘感 Metals and mirrors with different gray levels are used to create a sense of mystery in the hearts of consumers from different angles

▲展柜的折线形剖面 Section of the showcase


The customized area provides customers with comfort and privacy protection in the deepest environment of the space. Follow your heart, come here, sit shoulder to shoulder, talk with your knees, find the diamond that suits you, and find the deep treasure in your memory fragments.


In contrast with the infinitely reflective exhibition and display area, the use of LED lamps to create a warm atmosphere, glass and metal tables and classic round chairs, provide a resting place for consumers who stroll and explore the space.

▲立面图 Elevations

▲定制服务区 Customized service area


In the cashier area composed of irregular polygonal elements, the multi-faceted cutting form of the overall space is continued, the plane language is turned over, the traditional cashier is hidden, and customers instinctively avoid the cashier area. The modeling wall is integrated with the overall space, adjacent to the negotiation rest area, which integrates the functions of cash register, maintenance, and staff rest in the final space narrative.

▲收银区域 Cashier area











Projet Information——

Project Name:Golden Tree Diamond Taipei Store

Designer:Parallect Design

Time of Design & Accomplishment:2020

Main Designer and Design Team:Yan Dong, Di Huang, Mingfeng Xiao, Nan Yang

Address:No. 199, Zhongxiao East Road, Taipei city

Covered Area:64m²

Copyright of Photography:Zhaojun Gong

Partners:Suzhou Re-design Studio

Client:Golden Tree Diamond