Munich, 2015
Store 1, Elevator
Author Javier J. Iniesta
Client Munich
Location Barcelona
m2 97
Builder Novodecor
Photographer Jose Hevia
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Elevator is a store where the shoes come out of the blue…  This is the store with more sales flow and visits the brand has opened: it requires a very agile sale protocol; this in turn causes a high number of references in stock needed, implying the need for a big department store. These premises so mundane, so little suggestive, these that could be 'only' needs, become the starting point in this proposal: a warehouse as big as possible and a very fast connection between the store and the warehouse. The project starts here; the challenge of the proposal is to make these needs a value of the project itself, and turn them into pure shopping experience. This is where the store appears as a stage of policy sales: it is a performative central space, constantly changing, which stage the dynamics of exhibition and sale. From this sort of arena one perceives on the perimeter a scene in which they appear and disappear elevators and stairs are lost in the dark. A space that generates disbelief and curiosity.   Choose model and size, and one of the many lifts in the store appears with your shoes, out of the blue…