Gold Hospitality, Recreation, Travel and Tourism Design · 2020
AgoraFloreasca UrbanTheory Urban Recreation Mall
- A' Design Award 2020 Gold Winner in Hospitality, Recreation, Travel and Tourism Design
- Awarded April 15, 2020
- CLIENT: BllendDesign & Research Office
- Estimated Number of Design Views: 68,382
- Verification code 0161601BF9 · Verify this award
About AgoraFloreasca UrbanTheory Urban Recreation Mall
The project refers to the interior, landscape and lighting design of the communal areas of a new destination and leisure service small scale mall. The deliverable was to create by spatial design a laid back atmosphere, right in the heart of Bucharest. A welcoming, upper scale and experiential gathering point, so that it could become a community based destination and experience provider. The proposal focused on Research Informed Design, Future Cities design methodology and Storm water Management Practices with a view to establishing a sustainable urban place to be embraced by all.
Situated within the evolving discourse of contemporary retail architecture that seeks to transform commercial environments into destinations of cultural and social significance, Helen Brasinika's AgoraFloreasca UrbanTheory Urban Recreation Mall exemplifies a sophisticated approach to creating public gathering spaces that honor both industrial heritage and forward-looking design aspirations. The architectural photography captured here reveals a masterful orchestration of scale, material, and light that elevates the retail experience beyond mere transaction into the realm of architectural experience. The dramatic steel framework overhead, with its bold diagonal members and geometric glazing system, establishes an industrial vocabulary that speaks to manufacturing traditions while the suspended circular luminaires introduce a softer, almost ethereal quality that mediates between structural honesty and atmospheric refinement. The curved wall element at left demonstrates particular sensitivity to human psychology within large-scale spaces, its gentle arc creating a sense of embrace and orientation while the rhythmic vertical illumination transforms utilitarian surface into sculptural installation. The inclusion of architectural line drawings depicting recognizable building silhouettes above the retail level introduces a narrative layer that celebrates urban identity and architectural heritage, inviting visitors to locate themselves within broader cultural geography. This integration of graphic storytelling within architectural space suggests an understanding of contemporary placemaking that values meaning and memory alongside functional programming. The material palette of grays, whites, and warm neutrals achieves timeless sophistication while the glimpses of retail activity and greenery visible through the composition promise variety and vitality within the overall framework. Viewers might contemplate how such spaces serve as contemporary agoras, places where commerce and community intersect, and how architectural design shapes the quality of these daily encounters.
Press Kit
- Unique Properties
- The project refers to the landscape, interior and lighting design of all the public spaces of a brand new destination and experience small scale mall. The deliverable was to support by spatial design the brand positioning we were provided. Creating a vibrant, urban gathering venue, that will be preferred by upper scale, quality lovers for its unique assortment of services and its welcoming environment.
- Dimensions & Packaging
- The mall is developed in four levels of activity, basement is allocated for active and body rejuvenation, ground is FnB, first deli and amusement shopping, while second floor is allocated to pampering and mind rejuvenation.
- Tags
- Mall, Sensorial, Vibrant, Social, Urban, Gathering, Leisure, Recreation, Sustainable, Community, Upperscale, Quality, Welcoming, Rejuvenating, Minimalism, Global, Destination
- Production Technology
- Advanced technology for the realization of the project was utilized in terms of materials, manufacturing process, cad and design methodology. Corian Dupont, Etalbond, polycarbonate, aluminum and magnum ceramic tiles by Florim were some of the materials specified, their selection based mainly on production methodology, international certifications and sustainability issues. Very strict national regulations in terms for fire security had to be satisfied while architectural and lighting design was LED in order to ensure low maintenance cost and energy savings according to IESNA lighting Standards.
- Design Challenge
- Developed in the heart of the urban fabric, Floreasca avenue, as small scale, central and intimate real estate raised key issues of elevated customer expectations and certain considerations towards sustainable growth. The overall design had to unify indoor and outdoor in a community driven location, that would attract brand believers, feeling bonded enough to spend their leisure time for body and mind rejuvenating activities.
- Project Duration
- Concept Design June 2018, delivery of the project December 2018.
- Operation Flow
- The city becomes the heart, the tenants located around the heart form the community that offer the experience, while all the above are organically connected through spatial indoor and outdoor design elements into a unifying destination landmark. At night the city is transformed into black spots and trafficways into lines of light, a concept that is evident in the contrasting nature of black and white, and the lighting design of linear led ribbons and illuminating buttons by Flos.
- Research
- Research findings determined the market, business and branding context delivered along with the niche brief. The brief was alanyzed according to international research regarding recreation, vacation scapes, spatial design elements and sustainability methodologies. Green Stormwater Infrastructure practices, data driven lifestyle, and Future Cities Design Elements, were organically incorporated both for the outdoor architectural and lighting design, as well as the public areas of the interior. The aim was to create content and context for an urban experience destination, an establishment for multi cultural backgrounds seeking quality standards.
- Inspiration
- The notion of centrality and direct connection to the community, along with the map location forming a heart, become the inspiration for the logo designed by Brandient, an award winning practice. The logo then is transformed into spatial design, forming the connecting element from the ground to the top level of the atrium.
- Image Credits
- Arthur Zinz Photography