Fragrance Gallery Primary Function: Hoahoa Rawa o Roto Hokohoko by Yuan Jiang and Chen Song is a highly esteemed winner of the very prestigious 2022 A' Design Award Hiriwa in Hoahoa Roto Whare me te Whakaaturanga Competition Category.
HiriwaRoto Whare· 2022
Fragrance Gallery Primary Function: Hoahoa Rawa o Roto Hokohoko
Client: SODA Architects
A' Design Award Hiriwa Winner in Roto Whare Category
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- Verified Award Winner
- Verify Award Status for #128567
The Design
About Fragrance Gallery Primary Function: Hoahoa Rawa o Roto Hokohoko
Book Text: Ko te Fragrance Gallery he taputapu o roto mō tētahi waitohu kakara i Beijing, e 314 mita pūrua te rahi. Kua whakaritea te wāhi hei whare toi, kaua hei toa noa. Ka hangaia te tomokanga mai i te tata ki te 5,000 pounamu kakara hangahou, e hanga ana i tētahi hanganga pāpāho e panoni ana i te tae i te ao me te pō. I roto i te hōro matua, ka mau i tētahi mata piko 20 mita te roa ngā whakaaturanga matihiko o ngā kakano kakara me ngā mōhiohio mō te hītori me ngā rawa mata. Ka whakakotahi te hoahoa i ngā huānga ataata, oro, kakara me te taunekeneke, ā, ka ārahi i ngā manuhiri i tētahi haerenga tūturu-ārahi.
The Recognition
About the A' Design Award Hiriwa
Ko Fragrance Gallery Primary Function: Hoahoa Rawa o Roto Hokohoko te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Fragrance Gallery Primary Function: Hoahoa Rawa o Roto Hokohoko he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Fragrance Gallery Primary Function: Hoahoa Rawa o Roto Hokohoko he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The design concept of the media space is not simply to integrate multimedia into the planning of the space but more to explore new approaches to design. The fragrance retail space is ultimately presented as an art gallery, breaking the traditions of the sales environment. SODA offers customers a multi-dimensional experience of fragrance through visual, auditory, olfactory senses, and interactive experiences.
- Dimensions & Packaging
- 314 Square Meters
- Tags
- Media space, Media integrated store, Digital installation, Fragrance gallery
- Production Technology
- The primary material of the media entrance is the brand's perfume bottles. This entrance is constructed of around 5,000 recycled perfume bottles. The bottles perform an implicit reflection of the brand's image and a surprise to the customers. Ultimately, the used perfume bottles represent a memory, an emotion, an experience, and a sensual connection between users and the brand.
- Design Challenge
- How to reasonably design the experience circulation and create a reasonable tour rhythm was the key in our design process.
The challenges we tackled are
How to invite customers to settle down and get to know the products,
How to guide people to participate in the interaction,
How can surprises discovery continue,
How to promote guests to take pictures and share
The final showroom meets the above requirements and at the same time achieves a promising communication result. - Research
- We studied the display methods of various perfume stores and the experience of museums, in accordance with the brand's characteristics of subverting tradition and fashion. We designed an exclusive experiential space for the brand, guiding consumers to understand the history and product characteristics during the exhibition and self-guided tour, contributing to the improvement of product sales.
- Inspiration
- This project made a breakthrough in the design of tangible smell experience. Unlike the traditional commercial spaces, whose primacy were visual experience at scale, VIVINEVO fragrance art gallery focus on the customers smell experience, which brought up the following questions,
How to provide an olfactory experience,
How to combine smell and vision and,
How to provide sensory experiences other than smell and vision. - Project Duration
- The project started in August 2019 and finished in October 2020 in Beijing.
- Operation Flow
- The entrance,
SODA language,a physical pixel installation.
The designer collected 5000 perfume bottles and made a media structure out of them. The entrance is turned out into a colors-changing media that keeps rendering the atmosphere day and night.
The main hall, a 20m length irregular curved surface with digital projection. The projected changing perfume texture renders the atmosphere of the space. The projected information adds another layer on the texture and the exhibition, delivering the related knowledge of perfume to the customers, such as history and raw materials. - Team Members
- Lead Designer: Jiang Yuan and Song Chen
Space and Digital Design Team: Chen Fei - Image Credits
- Video Artist: Wang Ying
Photo Credits: Chen Xiyu
Video：He Hui
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