King Mo Juwelierszaak by Masato Kure is a highly esteemed winner of the very prestigious 2025 A' Design Award in Goud in Interieur en Tentoonstellingsontwerp Competition Category.

GoudInterieur· 2025

King Mo Juwelierszaak

by Masato Kure

Client: King Mo

A' Design Award in Goud Winner in Interieur Category

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Verified Award Winner
Verify Award Status for #164682

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The Design

About King Mo Juwelierszaak

King Mo is een juwelierszaak die verschillende sieradenmerken samenbrengt binnen één interieur. Het ontwerp is gebaseerd op het idee van een opeenstapeling van edelstenen. Het plafond wordt gevormd door witte stalen staven die langs wiskundige curven zijn gerangschikt, waardoor een driedimensionaal patroon ontstaat dat lijkt te veranderen afhankelijk van de kijkhoek. Elke staaf heeft een diameter van 80 millimeter en bevat verlichtings- en sprinklersystemen aan de binnenzijde. De staven werden genummerd en in volgorde geïnstalleerd, aangezien hun lengtes variëren. De winkel beslaat 1200 vierkante meter, waarvan ongeveer 500 vierkante meter gemeenschappelijke ruimtes zijn.

The Recognition

About the A' Design Award in Goud

King Mo Juwelierszaak is winnaar van de A' Design Award in Goud, een immens prestigieuze erkenning die wordt toegekend aan eersteklas, schitterende en uitmuntende ontwerpen. Winnaars in Goud zijn uiterst innovatieve, zeer visionaire en glamoureus verblindende creaties die het genie, de wijsheid en de bekwaamheid van hun ontwerpers weerspiegelen. King Mo Juwelierszaak wordt verwacht een zeer geprezen, trendzettende en monumentale uitvinding te zijn die ongekende waarde levert. Dit ontwerp dat de A' Design Award in Goud heeft gewonnen, is een spectaculair, gerespecteerd project dat enorm baat en de grenzen van kunst, wetenschap, ontwerp en technologie verlegt. King Mo Juwelierszaak wekt intense gevoelens van verlangen, roept passie op, moedigt creativiteit aan en fascineert ons.

Behind the Design

Press Kit

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

Unique Properties: This jewelry boutique, a composite store gathering various jewelry brands, offers a space where the allure of gems and accessories shines. Inspired by the concept of an "accumulation of gems," the spatial design is crafted with a series of white rods, arranged along mathematical curves to form a structured, three-dimensional ceiling pattern. These rods create geometric shapes that change depending on the viewing angle, echoing the intricate play of light seen in the gems themselves.

The ceiling decoration resembles a collection of radiant gems, mirroring the jewelry’s sparkle and creating an extraordinary spatial experience. The boutique goes beyond being just a display space; it elevates each piece’s unique beauty, offering visitors an experience akin to walking through an art gallery, where the jewelry becomes an art form in its own right.
Dimensions & Packaging: The total area of the store is 1200 square meters, with approximately 500 square meters allocated for common areas.
Tags: Jewelry Showcase,Geometric,Organic
Production Technology: To accommodate lighting and sprinkler systems within the white steel rods, each rod was designed with a diameter of 80mm. Since each rod varies in length, we created a ceiling panel with holes arranged according to a set pattern to facilitate efficient installation. Each rod was numbered, and installed in the ceiling one by one, following the numerical order. This method allowed us to accurately and effectively realize the complex design.
Design Challenge: This store project encountered several challenges, such as the precise placement of steel rods based on mathematical curves, integrating facilities within these rods, and handling rods of varying lengths during installation. Calculating and arranging the rods was essential for creating the intended visual impact and dynamic space, requiring significant effort and precision. Furthermore, incorporating lighting and sprinkler systems within the 80mm diameter rods posed technical difficulties. Each rod needed to be individually numbered and installed according to the design plan, adding to the complexity. Despite these obstacles, the team found innovative solutions to harmonize aesthetics and functionality, ultimately providing visitors with an extraordinary spatial experience.
Research: This store design centers on crafting an extraordinary space and a visually cohesive experience that highlights the uniqueness of each brand. The aim is to offer visitors a memorable shopping experience that goes beyond the typical retail environment. The design features white steel rods arranged in mathematical curves, creating complex and dynamic three-dimensional structures. This immersive environment makes visitors feel as if they are stepping into a space far removed from their everyday lives, transforming shopping into a special occasion.

As a composite store featuring various jewelry brands, the spatial design respects the identity of each brand while ensuring overall harmony and continuity. This allows customers to easily discern the characteristics of each brand while experiencing a unified aesthetic within the larger environment. The approach appeals to customers' emotions, fostering stronger emotional connections and encouraging purchase intent. In the competitive jewelry market, this design strategy establishes a distinctive position and lays the groundwork for building customer loyalty.
Inspiration: The design concept centers around the 'accumulation of gems.' Attention is given to how necklaces and bracelets are composed of collections of small gems. The ceiling decoration represents the ensemble of countless gems emitting light, emulating the complex and beautiful reflections of light. In this space, visitors can appreciate the individuality of the accessories and the underlying design intentions.
Project Duration: The project started in January 2023 and was completed in February 2024. The project is located on the third floor of the KING MO shopping mall in Nanjing, China.
Operation Flow: The white rods, placed according to mathematical curves on the ceiling, begin to take on a slack-like shape as they spread from the central part of the store towards the periphery. This organic transformation is designed to gently envelop the surroundings of the store, enhancing its features while maintaining overall harmony.

In conjunction with each display inside the store, this design offers visitors a space that evokes the natural flow and rhythm of nature, providing not just a visual display of products but an experience that stimulates the senses.
Team Members: Masashi Ota
Yosuke Tsukamoto
Image Credits: Photo:ingallery