Overland's Headquarters Showroom for the New Earthism Series

Situated within Overland's headquarters in Foshan, this project serves as a brand experience center, aiming to enhance the brand's image as a multifunctional space that combines reception, display, and experiential functions.

Therefore, the project's design needed to grasp the design philosophy of the new product series, leveraging architectural space and light as mediums to create a backdrop that highlights the new products. The overall design needed to show respect for and harmonious coexistence with nature.

Moving away from the homogeneous displays and products-centric designs typical of conventional showrooms, this space emphasizes the interaction between products, space, nature, people and time. It represents a bold yet confident exploration of showroom design within China's ceramic tile sector.

The overall space highlights the sintered stone products, complemented by a wooden ceiling structure to enhance the space's natural and gentle ambiance.

The black cylinder at the visual center emits red light through its gap, creating a striking contrast with the luminous background wall. The black sintered stone panels characterized by large grains contrast sharply with the solid colors, while the mirrored ceiling extends the scale of the space and intensifies this contrast, resulting in a dynamic and immersive experience that captivates visitors. The passage is designed with a minimalist approach, blending solid-color grain-featured sintered stone slabs with an extended light wall to create a harmonious atmosphere and a serene transition space.

The enclosed space clad with products featuring green marble patterns serves both as a product display area and a water bar for the salon space, emphasizing both visual experience and functional integration. Additionally, the space features a futuristic feeling, which is another key consideration in its design.

In contrast to traditional porcelain and stone tile showrooms where samples are typically affixed to walls, the designer opted for a new approach. Several cross-shaped structures, each of which is formed by four L-shaped units, showcases the products at the focal point of the space. The repetition of this structure creates a strong sense of sequence in the space. Furthermore, the use of mirrors on the walls and floor further blurs the spatial boundaries, inviting visitors into an illusionary yet tangible environment.

An enclosed square space is leveraged to connect the original and renovated areas, facilitating a smoother transition within the space. The distinctive architectural languages and lighting bring serenity to the space, culminating in a scene conducive to communication. Additionally, a solitary curved sofa is subtly placed to create an interactive setting.