People who have experienced interior decoration all know that in the past, tile terminal stores usually adopted the sales model of samples on the wall; and today, thousands of square feet of tile showroom spell a richer home scene and style.
ASA Tile is a well-known brand with a history of more than 20 years, which has witnessed and experienced the development and change of the ceramic industry. As the representative of ceramic industry 4.0, ASA has not only been innovating the products themselves, but also been at the forefront of the revolution in the terminal stores.
When OFT upgrade the brand image for ASA, the design team deeply studied the brand’s positioning, tonality, and consumer population in Hong Kong. Although at the current, tile showroom of simulated home scenario has become mainstream, the team still chose to present the space in the form of lifestyle exhibition.
In OFT Design’s view, tile is a product between business and life, and ASA tile is a lifestyle brand. The exhibition can restore the temperature and memory of the tile itself, so that consumption becomes visiting exhibition, while the shopping experience becomes part of creating a home, awakening consumers’ imagination and longing for home.
This space provides designers with selection materials in addition to end consumers. Tiles are displayed in sub-regions according to different styles and sizes, and the motion trend is formed through display cabinets, and with different displays, the space is naturally divided to build a systematic, complete and smooth scene experience to enhance consumer efficiency.
The eye-catching LOGO at the entrance is a hint that suggests consumers have entered the ASA exhibition time and space. The overall warm color creates an aerobic business space atmosphere to bring consumers closer to the space, brand and product.
An irregular box is used as a stand that both exists independently and intermingles with the space, bringing flow and flexibility while also showing the brand value in all aspects.
On the booth, an ASA terrazzo-designed low stool is OFT’s interpretation of different functions of tiles. When function and form are organically combined, the choice becomes a journey of material exploration. The low stool can not only be inherited and defined as the language style of design, but also a product with incremental brand value.
As people’s perception becomes more and more granular, the standard for experience is also higher, the designer brings a sense of horizontal extension by partially setting mirrors in the box, expanding the visual effect, enriching the spatial hierarchy and bringing perceptual fluidity and uniformity.
The cabinet is combined with terrazzo table to achieve visual unity. Six regular circular holes are on the wall as a display, and under the lighting atmosphere, they are both for product display and as a wall artwork. In the reflection of tile art creation works and products, OFT provides consumers with an immersive and aerobic shopping experience.
In the display details, in order to let consumers instinctively focus on the product itself, some tile samples are integrated in the showcase, forming a hidden offline inspiration library of designers;
The design team also built tile “bookshelves” for smaller tiles, so that the samples can be neatly displayed on the display shelves like books, and as soon as you approach, you can carefully observe, read and touch its color, pattern and texture.
The larger sizes are placed on top of movable wall panels. The moveable spotlights that focus lighting on the products also adjust the atmosphere according to the change of space, creating the integration and unity of time-sharing scenes.
Once again, the brand name hanging by the window emphasizes the brand and integrates it with the external view, implanting the brand mind while extending the space experience and thinking direction to build the appropriate consumer relationship.
In addition, the design team also understands the truth of “too much water drowned the miller”. They match other materials in the space, like the walls with warm logs, the floor with carpets and tiles for division, just like playing Tetris, gathering different materials, sizes and shapes to complete this systematic design attempt, and also allowing consumers to breathe easily in this space.
The tiles, after being collaged through twice art creation, show the flexibility and vitality of the material itself, renew the brand story with art, become a new brand content symbol, and also inject more modern life imagination into the home.
“At a time when everything is digital, consumers are bound to demand more for traditional commerce. Features like uniqueness, temperature and storytelling are becoming the new commercial space standards. Design is only a means of realizing it, not the ultimate demand. Only when the product returns to the product can we create a better atmosphere and content to achieve user demand, to practice the brand’s [long-termism] proposition and finally achieve new scene activation.”
Project Name: ASA Tile Showroom
Project category: Commercial space
Project Owner: ASA Tile
Services: Planning/Interior Design
Design Agency: Oft Interiors
Lead Designer: CM JAO / Ken Cheung
Design Team: Samantha Chan
Project Location: Hong Kong