Barcelona-based architecture and design firm External Reference delivers the new sneaker store– Presentedby at Dubai Mall is a mix of technology, fashion, urban culture, and design Since opening its London store back in 2017, Presentedby has become one of the go-to locations for some of the most soughtafter collaborations. Now, in partnership with Level Shoes and the Chalhoub Group, the store has opened its most striking and eye-catching space to-date.
Award-winning architecture practice, External Reference, founded by Carmelo Zappulla, designs the new store in Dubai of the premium sneaker and streetwear consignment boutique Presentedby at Level Shoes in The Dubai Mall. “The world of retail needs a revolution and with Presentedby we had the chance to boost a new creative vision all around the world. When we designed the Dubai store, we knew that we weren’t just designing another store. We were creating a concept without precedents: a concentrate of innovation where art and design produce the next destiny of the sneaker community,” said the architect, Carmelo Zappulla. The new store is conceived more as an experiential space rather than a shop, being unique in the world of retail and featuring the latest 3D printing fabrication and audiovisual technologies. It is conceived as an interactive exhibition space, where digital dimension informs the physical and vice-versa.
The new store is conceived more as an experiential space rather than a shop, being unique in the world of retail and featuring the latest 3D printing fabrication and audiovisual technologies. It is conceived as an interactive exhibition space, where digital dimension informs the physical and vice-versa. Even before going in, the customer is captured by a double funnel-shaped entrance covered with screens that use outstanding projections images starting right away the fully immersive experience. The 3D printed lattice walls, with their sinuous shapes, are inspired by the technologies and 3D parameters used by all fashion brands to produce sneakers nowadays. A recurring feature of the Presentedby stores is to display the sneakers diagonally, thus having a complete view of the collections from multiple points of view.
These wall also features impressive projections that can be programmed to be on and off when needed. The shop, conceived as one space, has three different areas: the cashdesk area, with the counter and illuminated lockers behind; the semi-circular apparel area, with the streetwear, accessories, fitting rooms and a claw machine; the experience room. At the center of the space the ultimate experience capsule displays, in the first part, a collection of the most exclusive trainers, a sort of mini sneakers museum. The second part of the experience room performs a spectacular holographic and projections show giving the room an idea of infinite space.
Talking about sneakers, this future cannot be better addressed by the latest 3D technologies applied to design and manufacturing. De facto, both mainstream and emergent sneakers’ brands are experimenting with 3D printing by producing midsole, textile or customising components Clean the air with the design External Reference used cutting-edge computational tools, to design a space wrapped in a lattice structure that integrates the sneakers exhibition. This lattice is 3D printed using an advanced polymer integrating wearepure, a 100% natural mineral compound, with the property to mineralize primary greenhouse gases (CO2 and NOx) and reduce volatile organic compounds (VOCs). The use of this material permits the new space to reduce the contaminated air behaving like a small forest. The Dubai store absorbs 38kg’s of CO2 per year.
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