PROJECT GENERAL INFORMATION
Name: Golestan Jewelry
Location: Pyramid Shopping center, Moghadas Ardebili st, Zaferanieh ,Tehran, Iran
Design Team: Mohsen Tajik, Sara Khosravipour, Reza Amerian, Mahya Ghanbari
Date of Construction: 2015
Built Area: 66 sqm
Type: Commercial, Interior Design
Building Automation: Smart Home Department of Karnaco | Farzad Poorshoravi, Pooyan Madadi, Mozhdeh Mahindoost
Construction: Alireza Hassanali
Executive Manager: Reza Amerian
Executive Team: Alireza Hassanali, Aida Ahadi, Behnam Moayerian, Babak Behzadi, Mahoon Wood (Saeed Noori), Narin Tech Fartak Co. (Farzad Rahimi, Morad Tomaj)
Budget: 110,000 USD
Client: Seyed Mohammad Javad Golestan
This project has been executed at northern region of Tehran city that is inhabited mainly by well-to-do class of people. The surface area of this project is about 66m² and it is located on reconstruction shopping center that is designed with neoclassic style of architecture. This part of city has been constructed by neoclassic and eclectic architectural style therefore we tried to design it in terms of modern form but based on aesthetic principles of classism.
Geometry and details are some prominent features, which are commonly observed in design of jewels and classic architecture. Thus, concept of architectural work was designed in two parts. The first part is fluid, simple, and white-colored shell that has been designed with curve and line geometry and in the second part the shell has been punched on steel plate that includes a lot of details.
The white shells with their purity and simplicity prepare the ground for attracting further attention by buyers in showcases. In addition, these shells play role of walls, ceiling, and floor simultaneously and define various functions. Gradual conversion of floor into walls through visual attraction may pave the way for encouraging buyers to use testing space of jewels. Shells are composed of two main parts that have been separated from each other split level and in addition to separation of spaces into private, semi-private, and public types, they have also formed an attractive geometric composition.
As the most major section, showcases should possess the maximum attractiveness. Therefore, opaque golden steel materials have been used because of their brightness and special color. To add more details to showcases, a scheme including natural texture of precious tones was punched on steel plates and the punched design became more fascinating with reflection of light behind steel plates.
Design and making mannequins was the final stage in attraction of buyers. The general form of body in mannequins was abstract and most of physical details of them were omitted in order to attract attention of audience(s) more to jewels than mannequins. Using main and beautiful body lines and two white and black colors for further attractiveness along with golden steel plates form the main elements of concept in mannequins.