Algorithmic Beauty: Renuar Flagship Store by designThat
The Renuar Flagship Store, designed by Tel Aviv–based studio designThat, is a bold reinterpretation of the contemporary retail environment. Created for Israel’s leading fashion brand Renuar, the space fuses computational design, AI-generated visual elements, and inflatable architecture to deliver an immersive, emotionally resonant experience that transcends typical store design.

The concept began with a question: how can abstract physical phenomena—like the fraying of fabric or the propagation of waves—be transformed into spatial language? To answer this, the team developed custom-coded parametric applications that simulate these behaviors and translate them into architectural form. The ceiling and façade were designed through algorithms that mimic textile unraveling, capturing the tension between structure and entropy inherent in fashion. These patterns were precisely milled into lightweight aluminum panels and composite materials using advanced CNC and laser-cutting techniques.

Another layer of the design draws from wave resonance principles, which informed the perforation patterns of the interior wall panels. These geometries modulate light and shadow dynamically throughout the day, adding texture and movement to the space. Suspended from the ceiling are hexagonal lightboxes, each containing psychedelic, AI-generated cloudscapes. These surreal skyscapes inject atmosphere, emotion, and a subtle sense of narrative into the environment.

At the heart of the space, a large transparent inflatable sculpture floats in midair—an ephemeral, dreamlike volume that embodies lightness, fluidity, and innovation. Made from thermoplastic polyurethane, the sculpture is modular, sustainable, and reusable—representing a future-forward approach to materiality.

Despite its visual complexity, the space was designed with functionality in mind. The open-plan layout ensures fluid customer flow, intuitive navigation, and flexible merchandising zones. Lighting was mapped parametrically to create a uniform ambiance without compromising product visibility. All materials were chosen for their recyclability, efficiency, and minimal environmental footprint.

This project is a convergence of artistry, technology, and sustainability. It demonstrates how advanced computation, AI, and material experimentation can merge with brand storytelling to produce a retail space that is not only functional—but emotionally and intellectually compelling. The Renuar Flagship Store is not just a place to shop. It’s a space to feel, to wonder, and to experience the algorithmic beauty of contemporary fashion.