THE LIGHT SPACE
The attentional dimension is prompted by a specific relationship between space and light.
It springs from a balanced and dramatized luminous presence, from how it reveals itself and how it guides the eye towards certain aspects of the place. The space acquires body and depth the minute it is flooded with light which eliminates each and every visual and formal distraction, allowing the displayed garment to emerge as the absolute protagonist.
To convey the refined technology with which the brand expresses its products, I envisioned a luminous wall that reinterprets the presence of gold in the space through a special bronze fabric inserted in a sheet of crystal, behind which a reflective and corrugated surface highlights the mesh’s iridescence and weaving, in a constant and dynamic moire effect.
By looking or walking along the wall, one can perceive a continuous undulatory movement of the golden weft, like a precious brocade tapestry in constant metamorphosis. This wall becomes the main tactile brand avatar, in front of which the hanging garments seem to float in a glowing atmosphere.
Touching and wearing a Moorer garment is a necessary experience for grasping its values. The outside is characterized by a basic and austere rigor, understated and yet formal and extremely elegant. Its inside unveils an unexpected world of polished details and intrinsic richness that tell a unique story. The Moorer store accommodates and symbolizes these two opposites.
I imagined a container consisting of golden light, of precious yet natural matter, where Moorer’s chromatic palette, dark brown and antique gold, could be transformed into the brand’s material avatars. High tech/high touch: technology and naturalness combined to bring about a fresh visual and tactile quality of Moorer’s space.
The space has two primary material elements: the illuminated golden surface and the natural wall in a bronze-brown tone that covers walls, ceilings and display backdrops. To get this result I employed marble dust, earthen pigments and natural oxides mixed with beeswax and bronze dust, to obtain a noble and smooth surface with a refined and archaic look.