طلای بهشتی

When we were entrusted with the interior design of this jewelry store, we contemplated how to create a unique gallery that would possess both distinctive elements and a cohesive overall design, while providing an inviting space for visitors to explore.
The concept of the design is as if the discovery of gold is unfolding in a moment, as if it has been
discovered for thousands of years. In response to the excessive and chaotic nature of neighboring
shops, we created a contrast between brilliance and darkness, hustle and silence, stone slabs with regular and straight cuts, and organic imperfections on rough surfaces and corners. It is as if along a narrow and dark corridor, the store's walls have thickened, and irregular scratches on the stones become a platform for showcasing the products. It is a reflection of the realization of the discovery experience in the architectural form.'
Contrary to the crowded and halogen-filled traditional market showcases, a change in sales strategy has propelled the design towards offering an innovative solution that relies on distinct, conscious, and jewelry-focused display through lighting. It allows for the unique interpretation of each product by the audience. In the conventional sales system, customers would only see and closely examine the jewelry behind the busy and compact showcases if requested from behind, and its presentation would be made by the seller inside the store. However, our proposed design, akin to a gallery, provides a contemporary and direct solution to the relationship between the seller and the buyer. As a result, the hollowed and sculpted stones in the continuous walls of the store, along with the individual and sculptural intermediate stands, take charge of showcasing the products, and upon entering, users can freely and independently explore the presented jewelry, regardless of the displayed accessories.
On the other hand, the inward pull of the store's interior corridor serves as a linear axis for organizing the sequence of public to private spaces. In the previous diagram of the store, equal emphasis was given to the public and private areas, and the entrance and sales area aligned longitudinally with the service area (including the pantry, management space, and vault- room). However, in the new design, the entrance hallway and product showrooms, which constitute the more public layer of the project, extend maximally into the interior of the store, leaving only minimal space allocated for the jewelry repository at the end. This means a condensation of the program while maintaining the order of the initial diagram and aligning with the strengthening of the onginal idea.
Security measures were considered to address the security issue in two major areas. Firstly, the development of filters for the store's entrance (including CCTV cameras, roll-up metal doors, and exit detection lights) and secondly, the protection of displayed items on the walls and stands (utilizing same-material covers on cabinets, connecting them to the display area through cables or light sensors). Ultimately, it can be said that in this design, the organic nature of the natural ground is combined with the geometric order of human-made elements as the characteristic of modern architectural spaces today- a balance between random organic shapes and a grid matrix.
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انسان امروزی مانند پیشینیان خود همواره در جستجوی پاسخی به ذات سیری‌ناپذیرش بوده. این روح جستجوگر که در گذشته به دنبال درخشش کوچک در تلالو رودخانه یا در عمق غارهای تاریک بوده، امروزه نیز در سودای پیدا کردن درخشش دیگر است. در دنیای امروز، آن کاشفان طلا به معدنکارانی با ماشین‌آلات سنگین تبدیل شده‌اند و آن داد و ستد به درون بازارها راه یافته است.​​​​​

ایده‌ی طرح به گونه‌ای‌ست که انگار هزاران سال کشف طلا در لحظه‌ای از زمان تجلی می‌یابد.
در پاسخ به تمام آن افراط در آشفتگی‌های مغازه‌های همسایه، ما تضادی ایجاد کردیم بین درخشش و سکوت، تاریکی و تلالو، بین سنگ‌هایی ماتریس‌گونه، برش‌خورده و راست‌گوشه و خوردگی‌های غارگونه و ارگانیک که داخل آن آثار به نمایش در‌می‌آیند.

ما اندیشیدیم که چگونه می‌توان یک گالری طلا را طراحی کرد که در عین منحصر به فرد بودن اجزا، دارای کلیتی یکپارچه بوده و فضایی قابل کشف، برای مخاطبان رقم بزند؟ ایده‌ی طرح به گونه‌ای است که انگار هزاران سال کشف طلا در لحظه‌ای از زمان تجلی می‌یابد. در پاسخ به تمام افراط و آشفتگی مغازه‌های همسایه، تضادی ایجاد کردیم بین درخشش و تاریکی، هیاهو و سکوت، شمش‌های سنگی با برش‌های منظم و راست‌گوشه و خوردگی‌های ارگانیک در سطوح و کنج‌هایشان. گویی در امتداد دالانی باریک و تیره، جداره‌های مغازه ضخامت یافته و خراش‌های نامنظم روی سنگ‌ها، بستری برای ارائه‌ی محصولات می‌شوند. بازتابی از تحقق تجربه‌ی کشف تا کالبد معماری.​​​​​​

بر خلاف ویترین‌های شلوغ و پر هالوژن بافتِ سنتی بازار، تغییر در نوع استراتژی فروش، طرح را به سمت ارائه‌ی راه‌حلی نوآورانه سوق داده که متکی بر جانمایی مجزا، آگاهانه و متمرکز بر نمایش جواهرات به واسطه‌ی نورپردازی است. امکان بازخوانی منفرد هر محصول توسط مخاطب. در سیستم فروش رایج، مشتریان ویترین‌های شلوغ و متراکم را دیده و بررسی از نزدیک جواهرات تنها در صورت درخواست مشتری از پشت ویترین و ارائه‌ی آن توسط فروشنده در داخل مغازه شکل می‌گرفت. حال آنکه طرح پیشنهادی ما به مثابه نوعی گالری، راه‌حلی معاصر و بی‌واسطه از نسبت فروشنده و خریدار را ارائه می‌دهد. در نتیجه، سنگ‌های مجوف و حجاری شده در جداره‌های پیوسته فروشگاه به همراه استندهای منفرد و مجسمه‌وار میانی، عهده‌دار نمایش محصولات بوده display و کاربران پس از ورود، آزادانه و مستقل از زیورآلات ارائه شده بازدید می‌کنند.

The concept of the design is as if the discovery of gold is unfolding in a moment, as if it has been discovered for thousands of years. In response to the excessive and chaotic nature of neighboring shops, we created a contrast between brilliance and darkness, hustle and silence, stone slabs with regular and straight cuts, and organic imperfections on rough surfaces and corners. It is as if along a narrow and dark corridor, the store's walls have thickened, and irregular scratches on the stones become a platform for showcasing the products. It is a reflection of the realization of the discovery experience in the architectural formThe concept of the design is as if the discovery of gold is unfolding in a moment, as if it has been discovered for thousands of years. In response to the excessive and chaotic nature of neighboring shops, we created a contrast between brilliance and darkness, hustle and silence, stone slabs with regular and straight cuts, and organic imperfections on rough surfaces and corners. It is as if along a narrow and dark corridor, the store's walls have thickened, and irregular scratches on the stones become a platform for showcasing the products. It is a reflection of the realization of the discovery experience in the architectural form

BEHESHTI

THE CAVE

People will stare, make it worth their while.