An immersive shopping experience

It’s more than just a method. The philosophy behind any project undertaken by Estudio Alegría’s co-founders is “diseño conciente”, or “mindful design”, in which giving visitors emotional and sensory experiences is the motivation behind every decision made regarding space, design and technology. The approach for the cosmetics brand Avril, whose core values are naturalness and quality, revolved around the values of “simplicity” and “connection”. This led to a design for a shop on the Conde de Peñalver shopping street that may feature a sales floor of just 58 m², but still gives customers an opportunity to immerse themselves in a microcosmic boutique in which every square centimetre has been lovingly planned out and meticulously implemented.

Framed in soft yellow and earthy tones, the street-facing, floor-to-ceiling glass fronts are the first clear invitation to enter and reveal the boutique’s design principles. The first is an organic spatial flow: customers are seamlessly guided into the room, towards the displays, and there is a small, discreetly adjoining checkout and make-up area. The second principle is an element the designers themselves call “narrative furnishing” – every piece is handmade and tailored to the room, blending in seamlessly. Minimalist finishes and a balanced division of space create a feeling of harmony. Textures are the third principle, and another sensory level is added to the overall experience as a result of dynamically alternating between tactile experiences, from soft clay walls to selected fabrics.

Only selected products and systems were used to complete the project. Premium quality and sustainability were the most important considerations, typified by the Ecoclay clay plaster, which gives the walls a soft, breathable surface to ensure an optimal room climate, or by the recycled porcelain floors, which feature an elegant mosaic pattern yet are highly durable. The lighting combines soft direct and indirect light, an example being the large central light on the sales room ceiling, which has hanging fabric strip sections that make it more art installation than light. The intelligent building technology is controlled via a Gira KNX system, which offers countless possibilities for automation, allowing users to lower energy consumption, for example. The intelligent lighting control can be used to set lighting to follow a specific schedule, to create scenes and to control lights via a smartphone, tablet or voice assistant and not just via a switch. The Gira pushbutton sensor 4.55 is used as the operating element. In addition, the Gira E2 design line black matt switches and socket outlets are a perfect match for the natural, understated and unobtrusive look of this highly distinct miniature world in the heart of Madrid.