d'fly
New York, New York
3deluxe

A jewelry store that is quirky, cool, and outrageous

© James Wilkins

For more photos click on 'photos & drawings' above. To see the people and products behind this project click on 'people & products.'

At first glance a passerby is fascinated by the almost lab-like atmosphere inside the store, which appears almost entirely in white. D'fly creates a heterogeneous spatial impact with the feel of an artificial implant in the Soho neighborhood of New York. The optical juxtaposition is further enhanced by the significant pneumatic noises made by sixteen remote controlled showcases which, when their opening mechanism is triggered, evoke an almost industrial high-tech atmosphere. Artificial muscles help raise their heavy glass lids, enabling the selected piece of jewelry to be removed.

The shop is clearly divided length-wise into three consecutive zones. In the front third is a small lounge, adding a touch of coziness and private charm to the otherwise rational atmosphere. The soft lighting, with its gradually changing color tones, emphasizes that this is an area where you can relax. The diagonal front of the reception desk directly opposite skillfully steers customers toward the middle of the room, where attention is focused on displaying the goods. Here, the lighting turns sober, guiding the eye to the products. Architecturally, the area is accentuated by projections in the walls and ceiling that seem to grip the room in the middle like a clasp. The showcases, arranged length-wise at eye height, emphasize the unifying character of this section of the room.

Once through the middle a shopper reaches the try-on area, characterized by moving, colorful light. A bamboo garden, integrated into the rear wall, lends a special charm. The try-on-counter features a remote-controlled extending mechanism, where three mirrors slide silently out of the counter's corpus. They form a surprisingly private surround for both customer and personal sales advisor for the duration of the fitting. The innumerable reflections of the bamboo plants can be seen in the mirrors and the glass of the neighboring showcases, bringing the shop owner's home country of Taiwan gently to mind.

Formal name of Project:
d'fly Jewelry Store

Location:
New York City

Gross square footage:
2,200 sq. ft.

Client:
Yaoer USA Inc. d/b/a d'fly, Jennifer Lin & Jeff Shi

Design architect:
3deluxe
Nerotal 18
D-95193 Wiesbaden
+49 (0)611.95 22 05-0
+49 (0)611.95 22 05-22
www.3deluxe.de