How do you create a showroom in which the design of the space itself is reason enough for potential customers to come into the shop? Architects Lily Jencks and Nathanael Dorent tackled this question with Pulsate (March 21 – November 27, 2013), an installation at Capitol Designer Studio in London, one of the leading tile distribution companies in the UK. The architects created some eye-popping visual effects utilizing Marazzi’s SistemN porcelain tiles. The installation could be seen through the storefront windows, which certainly turned the heads of people walking by. The project created a place for visitors to sit and converse, all while gawking at the herringbone pattern of the tile, which exploded out from the hallways of the studio. Capitol Designer Studio hosted lectures, product launches and photo shoots inside the installation.
Jencks explained that there are two ideas within the installation: “One is about perception – how you perceive distances and shapes; and make sense of space. The other is about how to display an object that’s for sale; we wanted the space to be more than just a showroom selling tiles; to rethink the commercial transaction as something more creative.”
Above image: Pulsate, Lily Jencks and Nathanael Dorent’s 2013 installation at Capitol Designer Studio in London that used SistemN porcelain tile. Image courtesy of the architects. Photography by Hufton + Crow.
Take a tour of Pulsate, an ambitious tile installation by Lily Jencks and Nathanael Dorent for Capitol Designer Studios. Video from STRIPE.
Lily Jencks and Nathanael Dorent, Pulsate, 2013. SistemN porcelain tile. Installation at Capitol Designer Studio in London. All images courtesy of the architects. All photography by Hufton + Crow.
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