Project: WOW Concept
Location: Madrid, Spain.
Author: Carmelo Zappulla, External Reference.
Team: Stefano Fontolan, Ilaria Rampazzo, Sebastián Amorelli, Vianella Maestra, Amin Bigdeli, Forum Shah, Ivan Marchuk, Francesco Sacconi, Gianmarco Daniele, Iacopo Neri
Construction Manager: Empty.
Lighting: Edgar Dominguez.
Floor 3: Urban District.
The inspiration that Carmelo Zappulla and his team have brought to this floor comes from a sporty, street, urban aesthetic. An independent structure organizes the commercial space through three bays: one for circulation and two for display. It generates a space that is at once technical, flexible and dynamic, covered by a metal skin that integrates programmable lighting systems.
The prefabricated metal system builds a structural object formed by horizontal and vertical elements that have the function of supporting the store’s display devices. It allows total customization according to the brands on display, providing the possibility for the space to change constantly. This structural system allows to weave in the ceiling surfaces regulated by intertwined cables.
Floor 4: Home Boulevard.
To break the stereotype of stores that imitate home furnishings to display homewares, External Reference proposes an urban route, recreating the streets of a city from where you can observe the interiors of the houses through their windows. What is intended to materialize is a real world, filtered by the aesthetics of the Metaverse, theatricalizing a game situation where reality becomes pixelated.
Some avatars of this parallel universe are moving through the streets of the floor changing the position of some benches that have an exhibition of products. In this way the architectural studio wants to make more evident this ephemeral concept of the space that will be changing and transforming physically. In this area the digital layer brings the urban landscape to life, blurring its boundaries through the use of physical deformations or glitches.