The senses trump showmanship in this experiential show flat in Macao
To give our audience eyes and ears into the live judging sessions that took place at Frame Awards 2020, we're sharing coverage of the insightful jury conversations that decided the winning projects. Below, we celebrate the recipient of the award for Show Flat of the Year: Inward Journey by Max Lam Designs. Find the full collection of reports in our May/June 2020 issue, Frame 134.
As three-dimensional sales tools, show flats exist to incite instant desire for the sake of doing business. Or so it seemed. Max Lam Designs raised the stakes for the future of the typology by creating a holistic experience that intrigued the presiding jury.
As the only judge around the table in real estate development, Laura Bielecki of Ellington Properties pinpointed how the team at Max Lam won their trophy: ‘It’s sensorial and well thought through.’ Channelling each of the senses through bespoke art pieces and objects, Inward Journey invites visitors to stay, to slow down and to journey into themselves.
With a simple yet effective material palette of wood, terrazzo and brass – complemented by custom scents and a soundscape that jury members could only imagine – Max Lam embraced Eastern aesthetics. Some questioned whether the project stuck too closely to stereotypes, but who can blame designers for adopting and enhancing typologies that appear to work?
Frame Awards 2020’s Residential category was proudly sponsored by Laufen. The People’s Choice award went to One Wellington by K.P.D.O.