Jewellery Boutique in Beijing
Ippolito Fleitz have developed a comprehensive brand identity for new Chinese jewellery brand Dada that is tailored to the Asian market. Its design transforms the “mix & match“ principle — by which elements of the collection can be combined as required — into a setting of highly adaptable types of furniture. As customers journey around the monochrome room they should feel as if they have entered an “enchanted forest“. Graphic facet patterns, backlit silhouettes and over-sized beauty posters serve as visual leitmotifs. The solid white lacquered furniture provides a formal bridge into the fairytale landscape and evokes associations to graceful mythical creatures. Despite a shared material palette and design language all the “family members“ have their own personality: the elongated counters rest on slender, conical legs; a dressing table, the so-called DIY table, gleams with a pivoting, backlit mirror attachment. Free-standing and enigmatic product display cases play with motifs that oscillate between exclusivity and desire; they show collective “places of longing“ in semi-open capsules (type 1, page 27), sculptures that bring to mind the complex mythology of Indian deities (type 2, page 23) or allegedly unattainable displays in wide mesh cages (type 3, page 25). A back wall of mirrored glass amplifies the promise of happiness. Light displays mounted directly on the glass are combined with an irregular pattern of vertical decorative strips to create a shimmering background that visually dissolves all spatial boundaries.
