Designed by Schwitzke & Partner, the Easa Saleh Al Gurg (ESAG) Group showroom, or the Design Hub, is a hybrid space built on approximately 10764 sqft. It’s meant to cater to people like landlords, contractors, customers and even designers based in the Dubai Design District (d3).
The showroom project is meant to connect with the target audience and introduce them to the seven interior design and architecture companies comprising the ESAG Group, along with the services and products it offers. The space is set to showcase the companies’ individuality while leveraging their distinct strengths in the same corporate environment.
Considering that the ESAG Group consists of seven brands, the idea was to develop a seamless expanse where all the brands can retain their individuality. The aim was to harness each brand’s identity without compromising on an undisrupted flow. Schwitzke implemented the idea of an open-concept entrance to reflect the different brands of products displayed. To introduce a dynamic space that changes according to needs, meeting rooms can be set up as modular components based on requirements.
The design team exhibited the latest materials and products in an eye-catching display. They also added pavilions arranged in a random fashion; it sets the tone for a casual discourse and builds feelings of dynamism – each angle gives a new perspective.
Invisible partitions give each brand a unique frame. In order to maintain branding standards for customers visiting the space, pavilions have been positioned pavilions with brand logos on the side while facing the entrance. This provides guidance to visitors making their way through space. By making the decision to house all their respective brands in a single space, the ESAG Group exhibits its potential as a single destination for everything related to interior design.
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
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