The blank first page of a new notebook represents possibility of ideas yet unwritten and futures yet to be decided.
It was this feeling of excitement and mystery that the famous Italian designer Luca Nichetto wanted to capture when he designed the interiors for the first Zaozuo showroom in Beijing’s Indigo shopping center. Zaozuo is a young and dynamic Chinese design brand, whose optimism matches that of China’s nascent design culture. Nichetto sought to capture this sense of opportunity with a display concept based around a blank sheet of graph paper. A lattice of white and grey lines crisscrosses the space and coalesce into display modules that rise up in flexible rows and columns. Yet it is the products on display that remain king. Colorful objects, furniture and lighting sit within the display cases, organized such that cold tones are placed at lower levels, warm shades in the middle and neutral colors at the top. It’s an elegant, chromatic display that encourages visitors to focus on individual products, rather than having to take in a traditional stage-managed, shop window display.
Following his successful design for the Zaozuo Store in Beijing, Luca Nichetto was invited to adapt this concept for a Zaozuo showroom in Shanghai. Nichetto retained the previous store’s sophisticated grid display system, but introduced greater structure by creating a series of curated room-sets that were made possible by the larger footprint of the Shanghai store. Spreading the layout across two floors, Nichetto played with these room-sets to demonstrate the numerous ways in which Zaozuo projects might be combined and utilized.