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TRENDSHOP Gioielleria ULTRACentral DIAMONDS Valley New York Lo Studio di architettura JGA, specializzato in design, progettazione negozi e brand strategy, ha recentemente ultimato in Central Valley, New York, una raffinata boutique per il committente Ultra Diamonds. 30 Lo spazio, estremamente funzionale e luminoso, offre le più attuali collezioni di alta gioielleria ed orologeria. Questo moderno concept attraente e facilmente fruibile, è stato pensato per diventare un efficace canale capace di soddisfare il consumatore nel momento in cui necessita di informazioni, di essere intrattenuto ed invogliato all’acquisto mediante una combinazione di spunti visuali. Il progetto si distingue con l’inserimento di banchi espositivi centrali: volumi allungati dalle sfumature morbide, sui quali appoggiano capienti teche in cristallo con illuminazione a LED, su disegno, in grado di esaltare al massimo le preziosità delle collezioni di gioielli. Lungo il perimetro sono presenti armadiature con vetrinette sopra le quali corre un binario in acciaio dove vengono agganciate teche e grandi pannelli con immagini promozionali. Il look caldo ed accogliente è accentuato dalla presenza del sistema di illuminazione che rafforza il contrasto cromatico dell’arredamento e dei rivestimenti con i riflessi dei cristalli e degli specchi, è in grado di rendere l’ambiente il luogo elegante, sobrio e rasserenante dove un pubblico esigente può trovare il massimo servizio per una completa gratificazione. 31 Cliente/Customer Ultra Diamonds Architett/Designers JGA Impresa Appaltatrice/General Contractor Tri-River Design and Construction Pavimenti/Floors JJ/Invision Armstrong Flooring Rivestimenti/Wall Covering MDC Wallcovering Laminati/Laminates Pionite Area 180 sqm Photos by Laszlo Regos ULTRA DIAMONDS, Central Valley, New York JGA, the American leading retail design, brand strategy and architectural firm puts its signature on the new Ultra Diamonds Boutique in Central Valley, New York. The new environment is chic, unexpected and accessible, recognizing the breadth of selection, categories and designers that are core to this broad and diverse collection. The personality of the environment creates a high degree of visual accessibility. The state-of-the-art cases, with their LED illumination and custom-built inserts, bring out the full brilliance of the products sold within. A center island acts as a classification and service hub to the adjacent walk-around satellite selling areas. This allows for selling areas and merchandise security to have a more controlled approach to merchandise presentation. The selling process configures “individualized selling spaces” for product presentation, while eliminating the typical “raceway” approach found in most fine jewelry stores. Use of a series of perimeter cases reinforce the wall-to-floor character in areas adjacent to the walk-around cases for products such as watches and fine fashion jewelry, with the areas that are located behind cases reserved fully for branding, communication and graphics, overscaled to create impact and drama in what otherwise would be unleveraged wall spaces. The location has an extensive lease-line that has been fully activated with a window system that brings together components and elements at the branding frieze line and through a series of podiums for in-window merchandising. The store’s neutral palette contrasting light and dark shades finds a balance in its sense of status and luxury; always affording the welcome and warmth that is part of the company’s culture and associate connection. Overscaled light fixtures add highlight to the 360-degree cases, creating an almost shop-in-shop character. Its center feature of suspended rods adds a bit of shimmer and sparkle to the texture of the environment. Unexpected and lighthearted accents, unique table legs, cantilever cases, finish and carpet patterns, and accent shades bring style and flair to complement the store’s sleek and streamlined fixturing, lending a contemporary edge.n 32 33