Bay Isitolo Sezimonyo by SIG Design is a highly esteemed winner of the very prestigious 2022 Umklomelo Wensimbi we-A' Design Award in Ukudizayina Ingaphakathi Competition Category.

InsimbiIngaphakathi· 2022

Bay Isitolo Sezimonyo

by SIG Design

Client: Sephora

Umklomelo Wensimbi we-A' Design Award Winner in Ingaphakathi Category

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Verified Award Winner

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Colors

The Design

About Bay Isitolo Sezimonyo

Imigqa emnyama nemhlophe eyisakhiwo sodumo ye-Sephora isetshenziswe njengokugxila okubukwayo ukuqondisa ukuhamba kwabantu nokuletha umuzwa ongcono womthengi. I-optical illusion kanye nokwakheka komugqa wamagagasi kwakha itheku le-Sephora, okuholela ekuzizwiseni okuhlukile kokubuka. Imigqa yamakholomu amnyama namhlophe anwetshwa ngaphakathi kwesikhala, ngaleyo ndlela yakhe umhlahlandlela obonakalayo wemvelo.

The Recognition

About the Umklomelo Wensimbi we-A' Design Award

Bay Isitolo Sezimonyo iwinile uMklomelo Wensimbi we-A' Design Award, ukwaziswa okuhloniphekile okunikezwa imiklamo emihle ehlangabezana nezidingo zobungcweti nezemboni ezilindelekile ezimpahleni ezihlelwe kahle. Abawinile beNsimbi babonisa ikhono elikhulu, ubungcweti obuphezulu, ukuqonda kochwepheshe namandla okudala abadali babo. Bay Isitolo Sezimonyo ilindeleke ukuba ibe yinto exatshwa kakhulu, edunyiswayo nethandwayo esebenzayo nenezinto ezintsha. Lo mklamo owinile uMklomelo Wensimbi we-A' Design Award uhlanganisa izindlela ezinhle kakhulu zemboni futhi unezimfanelo zobuchwepheshe ezifanelekile ezihlanganiswe nolwazi nethalente. Bay Isitolo Sezimonyo iyahlonishwa ngenxa yokucophelela kwayo futhi ihlelelwe ukulethela izinguquko zomgangatho wempilo ezisiza ukwenza umhlaba ube yindawo engcono.

Behind the Design

Press Kit

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

Unique Properties: Sephora is known as the global authority on cosmetics retail, hoping to give customers free access to the full range of products. The iconic black and white stripes of Sephora were used as a visual focus to guide the flow of people and bring a better consumer experience. Since the store is located in Houhai area of Nanshan District, Shenzhen, the concept of Bay was added to echo its location.
Dimensions & Packaging: The project space is 424 ㎡.
Tags: cosmetics retail space, bay, stripes, consuming experience
Production Technology: Desktop research and Market research were adopted to understand the requirement of target customers and competitors.
Design Challenge: While designing the space artistically with memory points and allow consumers to easily access consumer goods at the same time.
Research: Methods: Internet research, offline market research of the similar category
Results and Insights: The same category of brands and spaces have a homogenization trend, which is hard for customers to distinguish between different brands. Then we explore the location as our concept to strengthen the bond with customers.
Inspiration: Because the store was located in the Houhai area of Nanshan, Shenzhen, the concept of the bay was added to echo its location. The iconic black and white stripes of Sephora are extended into the space to form a natural visual guide. And use the ceiling shape of the space to extend the lines to the floor bricks. The optical illusion and the linear composition of waves form a Sephora bay, creating a different visual experience.
Project Duration: The project started in Jan 2019 and finished in May 2019.
The project located in the mixc, 2888 Keyuan South Road, Nanshan District, Shenzhen.
Operation Flow: /
Team Members: Creative director：Lei Gao
Interior design：Lei Gao, Ya Wang
Rendering：Weizhou Jiang
Image Credits: Image #1-image #5 Photographer ：Lerong Huang