Dreamland Primary Function: نەخشەسازیی ستاندی پێشانگا by Unique Store Fixtures

Dreamland Primary Function: نەخشەسازیی ستاندی پێشانگا by Unique Store Fixtures is a highly esteemed winner of the very prestigious 2021 Xelata A' Design Award a Zîvîn in Dîzayna Cihê Hundurîn û Pêşangehê Competition Category.

ZîvHundurîn· 2021

Dreamland Primary Function: نەخشەسازیی ستاندی پێشانگا

by Unique Store Fixtures

Client: Unique Store Fixtures

Xelata A' Design Award a Zîvîn Winner in Hundurîn Category

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Verified Award Winner

Verify Award Status for #108282

Visit Site View at A' Design Award Press Release Award Badge

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The Design

About Dreamland Primary Function: نەخشەسازیی ستاندی پێشانگا

Book Text: Dreamland ستانێکی پێشانگایە کە بۆ نیشاندانی ڕووکاری بەردی کوارتز بە شێوەیەکی چاوەڕواننەکراو نەخشەسازی کراوە. ئەم دامەزراندنە پەلە بەردە قورسەکان دەگۆڕێت بۆ شێوەی نەرم وەک هەور، پەلکەزێڕینە و بروسکە. بەردی کوارتزی بڕدراو بە جێتی ئاو تێکەڵ دەکرێت لەگەڵ بنکەی تەختەداری بڕدراو بە کۆمپیوتەر و چوارچێوەی پۆڵای لەحیمکراو، کە پشتگیری لە بەشە هەڵواسراو و ڕاگیراوەکان دەکات. ڕووناکیی LED بۆ هەر پارچە بەردێک دانراوە، و وایەرکردنەکە لەژێر زەمینێکی بەرزکراوەدا شاردراوەتەوە. سەردانکەران بەناو بۆشاییەکەدا دەڕۆن و کەرەستەیەکی ئاشنا بە شێوەیەکی سووک و خۆش دەبینن.

The Recognition

About the Xelata A' Design Award a Zîvîn

Dreamland Primary Function: نەخشەسازیی ستاندی پێشانگا xelatgirê Xelata A' Design Award a Zîvîn e, nasîneke bi awayekî awarte bi prestîj ku ji sêwiranên di asta herî bilind de, xweşik û bibandor re tê dayîn. Xelatgirên Zîvînê karên pir birûsk û pir afirîner in, yên ku pisporiya hêja, jêhatîbûn û zîrekiya sêwiranerên xwe nîşan didin. Tê hêvîkirin ku Dreamland Primary Function: نەخشەسازیی ستاندی پێشانگا karekî mînak, pir pîşekar û bi kûrahî nûjen be. Ev sêwirana bi Zîvînê serketî vedîtineke berbiçav û hatiye sitayişkirin e ku ji bo fireh kirina sînorên huner, zanist, sêwiran û teknolojiyê tevkarî dike. Dreamland Primary Function: نەخشەسازیی ستاندی پێشانگا afirandinek e ku gelek kes çavê xwe lê dikin, daxwazan şiyar dike, hestên erênî tîne û heyirînê çêdike.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The design transforms heavy, solid stone slabs (widely used in countertops, and some vertical applications for wall cladding) into light and soft clouds. Stone slabs are is often cut at right or sharp angles and are not associated with any kind of quote unquote softness. To turn this expectation on its head, the space was designed to communicate a dreamy-like atmosphere that would not normally be associated with the product.
Dimensions & Packaging: Dimensions of the booth were 60 feet (18.28m) wide by 30 feet ( 9.14m) deep by 12 feet (3.66m) tall.

Backwall 153mm deep x 18,288mm wide x 3,658mm high – Clouds & Eyes on the wall varied from 1,422mm to 2,439mm wide

(2) Pearly Gates on either side of the exhibit 305mm deep x 3,048mm wide x 3,359mm high

(4) Cloud Wall Displays 3,962mm deep x 3,391mm to 6,096mm wide x 2,896mm high

(1) Rainbow 483mm deep x 4,287mm wide x 3,048mm high – Ottoman (on one end) 1,829mm dia. X 457mm high

(2) Rain Clouds 76mm deep x 3,048mm wide x 3,048mm high

(1) Lightning Bolt Display 76mm deep x 2,439mm wide x 2,743mm high

(3) Cloud Tables (various widths) 1,219mm, 1,524mm, 1,829mm wide x 508mm high

(1) Head shaped Table 1,194mm wide x 1,645mm long x 508mm high

(3) Pedestals (various heights) 356mm deep x 514mm wide x 813mm, 965mm, 1,118mm high

(1) Hand Pedestal 541mm deep x 386mm wide x 1,441mm high
Tags: dreamland, interior installation, interior design show, IDS
Production Technology: Making this design a reality was a combination of waterjet cutting Caesarstone quartz, CNC’d plywood and welded structural steel. Bases and subassemblies were created in plywood in order to make it light and durable. This base allowed heavier Stone product to be fastened while still keeping the shape. Many of these shapes also had a heavy structural steel base allowing things like the cantilevered stone clouds and floating rain clouds. The 4” base of the exhibit booth doubled as both a floor and a shroud to cover the steel sub-framing which was necessary to hold the sheer weight of the Caesarstone. The challenge of lighting every piece of stone with LED lighting was also made possible though the subfloor where low voltage wiring was placed and housed many of the UL approved drivers. Seamless access panels were created in the floor in order to make final connections and make it serviceable during the show if necessary. The back wall of the booth was made similarly top the floor and was all shop painted MDF with precisely CNCd hanging cleats into the MDF which allowed hanging the clouds securely. This allowed for seamless installation and rigidity.
Design Challenge: Engineering and fabrication was the most challenging part of the installation. Manipulating our product into shapes and applications that we had never done before took some experimentation and redesign. We were not constrained in any way by any cultural, legal, or technological limitations.
Research: Research began with international trend forecasting sources. The research tools used included social web sweeps, WGSN reports, Trend Union consultations, consultations with past Caesarstone collaborators, in-market visits to design fairs. Once narrowed down to Jonathon Adler, a design brief and criteria for what we wanted in the installation design was created. *Answer provided by Liz Margles of Caesarstone
Inspiration: To build something purely joyful, whimsical, positive, light-hearted yet definitely designed, and to emote a sense of wonder and ease through the space. The inspiration came from combatting negative world events and Jonathan Adler's design sensibility. The technical background was a challenge, as it is way more serious, technical, and measured than the whimsy of the result would imply.
Project Duration: Project brief started in August 2019 and the project was installed in January at the IDS 2020.
Operation Flow: The installation was conceived as a space in which someone would walk through, and interact with different materials, from soft furnishings to solid quartz slabs, throughout. While the installation was static, it was the participants that transformed as they walked the space. They transformed from either hard-core design critics or afficianados to kids taking pictures and laughing in surprise at the various elements, thus opening their minds to new ways of seeing the product.
Team Members: Designer: Elizabeth Margles
Consultant: Jonathan Adler
Fabrication: Unique Store Fixtures
Image Credits: Alex Lukey