Gold Interior Space and Exhibition Design · 2025
King Mo Jewelry Store
by Masato Kure
- A' Design Award 2025 Gold Winner in Interior Space and Exhibition Design
- Awarded April 15, 2025
- CLIENT: King Mo
- Estimated Number of Design Views: 161,694
- Verification code 48070255D6 · Verify this award
About King Mo Jewelry Store
King Mo is a jewelry store that gathers several jewelry brands within one interior. The design is based on the idea of an accumulation of gems. The ceiling is formed by white steel rods arranged along mathematical curves, creating a three-dimensional pattern that appears to change with the viewing angle. Each rod has a diameter of 80 millimeters and holds lighting and sprinkler systems inside. The rods were numbered and installed in order, as their lengths vary. The store covers 1200 square meters, of which about 500 square meters are common areas.
King Mo Jewelry Store by Masato Kure represents a significant achievement in contemporary retail interior design, demonstrating how spatial architecture can elevate the commercial experience into the realm of artistic installation. The work engages with traditions of immersive environmental design while pushing material and formal boundaries through its innovative ceiling treatment comprising thousands of precisely positioned cylindrical elements that create organic wave formations across the overhead plane. This approach suggests dialogue with parametric design methodologies and computational aesthetics that have emerged as defining characteristics of twenty-first century architectural practice. The technical accomplishment evident in the execution reveals sophisticated understanding of both structural engineering and atmospheric effect, as the density and rhythm of the suspended rods modulate to create zones of varying intensity that correspond to programmatic requirements below. The central sculptural element, rising as a brushed metallic cylinder with integrated digital display, serves multiple functions simultaneously, acting as brand beacon, wayfinding device, and spatial anchor that organizes circulation patterns throughout the environment. Material selections demonstrate refined sensitivity to tactile and optical experience, with the contrast between matte white ceiling elements, reflective metallic surfaces, and transparent glass vitrines creating a hierarchy of material presence that guides attention without overwhelming the merchandise displays. The chromatic restraint, limiting the palette to whites, silvers, and subtle warm neutrals with a single cerulean accent, creates an atmosphere of serene sophistication appropriate to luxury retail contexts. This environment invites contemplation of how architectural intervention can transform commercial transaction into spatial experience, and viewers might consider how the interplay of repetition and variation in the ceiling treatment mirrors the precious objects displayed below.
Press Kit
- 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.
- 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. - 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.
- Image Credits
- Photo:ingallery