You thought that the interior of a premium-class salon differs from medium-class and econom-class shops, first of all, in materials, décor and a scale of colors, didn’t you? You were mistaken!
Claudio, what is, from your point of view, the fundamental difference of the design of a deluxe shop?
In principle the difference is in the level of safety, as it represents the goods of fundamentally other price range. The exhibited items are to be demonstrated in the atmosphere of absolute safety. As well as the visitors must feel completely secure. For this reason, the concept of a deluxe shop revolves around the concept of total security.
And what about the color? The decor? The materials? It would seem they are the most important components of the interior…
The conceptual framework is security. Then we can decide how to use to the best effect all the exhibited items. In other words, by all available means we upraise the jewelry. Also with the help of exhibition technologies, which must expressively demonstrate the value of the goods; all the rest is represented only as "a framework for the artist's canvas".
Are there any taboos in designing the interior of a deluxe shop?
It is inadmissible when the designer forgets that the interior, internal and external, is just only the best way to present the articles. And the interior dominates the goods, attracts visitors’ attention and arrests their sight (the worst thing is when the frame attracts more attention than the picture itself). I define the success of the shop, as an object, by accuracy of accomplishment of the declared objectives and the degree of functionality. That's the main thing.
There are, of course, restrictions on the choice of color scale. It is clear that the determining factor should become the corporate style and corporate color. But sometimes it happens that the firm color is absolutely not suitable as the main color, in the interior design. In this case, you need to remember that the corporate colors can be used in decor elements. It’s not necessary to paint the walls bright pink or purple-red. There’s enough simply a logo in the corporate color.
Besides, the taboo for me is superinducement of the style, torn from the cultural and social context, escape from traditions and culture of the country where the shop is located. Also the intrusion of outdated style, which does not meet the requirements of the time, forcibly false. Falseness is the taboo and a sign of bad form.
What are your requirements for the materials used in the interior?
I cannot stop repeating that priority is security. Especially for the system of storing of the product. The furniture should be solid, with shockproof, often heavy glass. And here we must be very careful, the strength and elegance should be well balanced. Frequently enough, designers cannot avoid the effect of a safe, which will never allow exalting the lightness of the jewelry, especially diamonds. Today, there are very successful wood-steel-glass combinations; they combine aesthetic lightness and reliability.
What are the most important postulates in the design of a deluxe salon?
The style, the design should correspond not only to a specific shop, but be in tune with the offered goods. Everyone understands that the shop, its interior, has to be functional and at the same time comfortable. But we must not forget that buying an expensive jewelry item isn’t a matter of a few minutes, and therefore, the interior should be comfortable, pleasant and favorable. It must give the customers the feeling of complete security. The basic rule of each shop is to give the buyer an opportunity to feel at ease and make his own decision.
What elements of the interior, from your point of view, are obligatory in a salon?
Wall mirrors. Table mirrors are often small and do not work. Women prefer to look in big mirrors estimating not only the decollete zone (if trying on a necklace) or a face (if trying on earrings). They are aiming to see themselves in full and decide whether the new item perfectly suits their overall image.
Also I want to draw your attention to the zoning of the shop. There are clients (in premium salons rather a lot) who want to feel at the shop, just like at home. They want to try on the item in complete peace. The owner of the shop, he is on the photo, discussed the necessity of creation of several small halls. The customer deliberates, tries on, combines different jewelry; he should be led along the shop. In this sense, several smaller rooms are more preferable, than one big hall. In addition, the store, which you see on the photo, is often visited by Arab sheiks with his wives; it is necessary to provide them with a separate room. Otherwise they can't make their t choice as they need privacy and security.
Could you introduce the shop on the photos, please?
This is “Virginia” shop, it represents Cartier jewelry. It was founded more than 10 years ago in the center of Capri. It is a merchantable project. It is situated a bit below St. Stephen Church, one of the historical places on Capri. Therefore, the authorities pay careful attention to it and don’t allow rebuilding anything.
The neighborhood with the historical Church predetermined the color-grade and the decor of the shop. In particular, I mean the arches, typical elements of Capri and Mediterranean architecture.
The shop represents several brands; in addition to famous Cartier you can buy the jewelry of local Capri jewelers. For this purpose small show-windows inside the shop were made, to demonstrate different from Cartier in texture and origin, jewelry.
The salon fully succeeds its main objectives; it attracted a very large number of American tourists who buy jewelry in memory of visiting Capri.
The salons use show-windows, including located very low, in fact, over the floor... They are necessary for big-sized items for domestic use. We have a tradition to give such expensive gold or silver articles on a wedding or the anniversary. For such goods, in particular, table silver, the place on the bottom level is allocated. In the show-windows of the middle level smaller items (rings, bracelets) are represented, and on the upper – small jewelry (earrings).
What is your vision of a premium salon in Russia?
Russia has recently made a big leap in its development. Many international brands have found their niches in the Russian market and have brought their international design and Deluxe in the broadest sense of this word. But Russia is strong with its traditions, and I think, it is possible to develop innovative projects, based on local traditions. It is necessary to add the Russian emotionality, to link it with the experience of creation of high-level shops in Europe (keeping in mind that emotions have no language, age, or barriers) and to use universal means. The market in recent years has changed; buyers have become more informed, they are not already looking for the product. They are primarily looking for emotions. Shopping now does not satisfy the basic needs, but meets the more deep-rooted desires. The task of the design now is to lure the customers to the shop and keep them as long as possible, allowing the sellers to solve their problems, - to conclude a purchase.
Author: Olga Zarzhetskaya