THE CHALLENGE: Create the interior architecture and design the Cellini’s concept store - TimeSquare - located in Promenada Mall. The result should convey the idea of an eclectic, industrial, yet elegant retail space.

THE CONTEXT: Cellini is an established Romanian retail brand, specialised in watch & jewellery, with a wide national network of stores. In 2014 Promenada Mall launched as a premium shopping compound, where famous brands came up with concept stores that would offer a different experience than in other locations. Therefore Cellini needed to upgrade its customer experience approach, by creating a concept store with a different name, under the main brand umbrella.

THE CONCEPT: The name ‘’TIME SQUARE’’ inspired an elegant and geometric visual identity, translated into visual elements to be used for the retail design project. The concept focused on "square" embodies four fundamental key words: CLASSIC, INDUSTRIAL, NATURAL & ORGANIC - all underlining a sophisticated ambience.

The floor pattern represents the CLASSICAL aspect of the store with its baroque sandstones carefully selected for their exotic wind rose or winds of time motif.The walls are made of raw concrete slates to expose a masculine, INDUSTRIAL aspect, while in contrast, the wooden displays & finishes embody a more NATURAL, warm, feminine environment.The ORGANIC feel of the store is displayed by its irregular shaped chandeliers. 

There are two types of product displays. The first one consists of massive rectangular columns, made of wood and designed to contain watches. The shape of these displays recalls the appearance of a watch. The second type of displays, those for jewellery are conceived as suspended elegant cubes. They are attached with metal bars, both to the floor and ceiling, creating the feeling of oversized jewellery.

All the elements were carefully designed to create a premium ambient and offer the consumers a unique brand experience.