TOWODesign Studio, which excels in reconstruction of commercial space in information era, created two subversive showrooms for Chinese wood flooring brand TREESSUN . Through recombination of exhibits, arts, space and time, the flooring exhibition was transformed into a large interactive installation with unique aesthetic image.
▼参观者在攀登木山的过程中了解企业历程，visitors will get informed of the brand’s history while climbing the wood-made mountain
Wood floors depict a picture of mountain and river, offering a visual feast with static and dynamic balance
Through drawing inspirations from traditional Chinese landscape painting, TOWOdesign integrated the display of wood flooring products with an experience of sightseeing tour. The studio applied parameterization design to generate curved surface of the “wood-made mountain”, assembled thousands of wood flooring components into a “mountain massif” by decomposing and processing different parts via programs and numerical control machine, and meanwhile gave wood floors a shape of “flowing water” by utilizing multimedia technology.
▼动与静的结合，a combination of dynamic and stillness
▼参数化设计生成的“木山”曲面，the curved surface of the “wood-made mountain” was generated through parameterization
▼在地板构成的山谷中，in the valley built with wooden floor board
▼不同深浅的地板木色描摹层峦叠嶂的轮廓，如同水墨深浅的晕染效果，wood floors in different shades depict a picture of overlapping peaks, which is similar to the rendering effect of inks
The sightseeing tour around mountain and river is divided into three stages, “going up to the hill”, “sightseeing on the hill” and “going downhill”. Wood floors in different shades depict a picture of overlapping peaks, which is similar to the rendering effect of inks. The metallic luster of the twisted and futuristic stair forms a strong contrast with the texture of solid wood. On one side of the downhill path, multimedia technology was used to simulate the sound and color of a plunging waterfall, which implicitly shows representative honors the Company TREESSUN has achieved via scrolling Chinese words on the digital screen.
▼设计利用多媒体技术模拟山涧瀑布的声与色，multimedia technology was used to simulate the sound and color of a plunging waterfall
▼近观“瀑布”，a close view to the “waterfall”
Latest wood flooring products are displayed on the main space of “sightseeing area on the mountain”, and longitudinally inclined and crossed floor pillars constitute the main part for exhibition. Through mirror finished stainless steel, the real pillars and its reflections together form a spectacle of forest, which offers a special visual experience that changes as you move. Integrated in the “mountain” and distributed around the geometric footpath, the wood flooring exhibits attract consumers to feel its warmth and natural texture. The “mountain” was built with unpainted wood flooring that can be disassembled and reused after the exhibition closes, coinciding with the client’s concept of environmental protection.
▼刚柔并济、虚实交织，the metallic luster of the twisted and futuristic stair forms a strong contrast with the texture of solid wood
▼地暖地板的触摸体验，the wood flooring exhibits attract consumers to feel its warmth and natural texture
▼地板山洞，实体柱子与镜像柱子一起形成一个洞内森林的景象，through mirror finished stainless steel, the real pillars and its reflections together form a spectacle of forest
▼产品分布与环保回收，product layout diagram
Wood floors whip up a surge, creating spectacular sensory illusions
TOWOdesign further extended the aesthetic effect of water, drew inspirations from ever-changing water flow patterns and built a visually striking sculpture. Every piece of wood was given a flowing form and at the same time maintained the static texture.
▼以水流形态为灵感的雕塑，a striking sculpture that drew inspirations from ever-changing water flow patterns
An undulant wooden-color “surge” spans across one side of the showroom, as if it is lifted up from the ground by whirlwind. For the back of the installation, the frame is constructed by means of parameteriation design. Different wood flooring exhibits are spliced and overlapped according to the shades of color, providing a view of rippling water waves and gradient colors. Mirrors at both longitudinal sides of the installation stretches the “water wave” and expands the limited showroom space by inflection, creating a dreamy and fantasy atmosphere.
▼起伏奔涌的木色“水浪”横亘于展馆一侧，an undulant wooden-color “surge” spans across one side of the showroom
▼装置纵向两端的镜面借助反射作用构成水浪的延伸，mirrors at both longitudinal sides of the installation stretches the “water wave”
The showroom expressed spatial implications with wooden elements. If you look closely you can feel the ingenuity in details, while view from a distance you can feel the beauty of the whole design, all of which reflected the TREESSUN ’s concept of creating quality life with environment-friendly wood flooring and witnessed TOWOdesign’s innovative practice on remodeling brand communication through immersive art and spatial language.
▼出口区域一瞥，a glance from the exit area
参数化合作设计单位: Hobbs and Black Architect Inc.
参数化设计师: Wong Li
Project name: Wood floors depict a picture of mountain and water, offering a visual feast with static and dynamic balance
Location: Shanghai New International Expo Centre H2
Parametrization design collaboration company: Hobbs and Black Architect Inc.
Parametric designer: Wong Li
Multimedia design collaboration company: Shanghai Shengrui Creative Design Co., Ltd.
Multimedia design team: Lin Yufeng, Shi Shiyao, Sun Bochao, Shen Lianzhi, Vincent, Xu Li
Structure design collaboration company: Shanghai Tongrui Architectural Structural Design Firm Co., Ltd.
Structural designer: Wang Peng (A construction division)
Construction collaboration company: Shanghai HaoAo Prop Display Co., Ltd.
Construction team: Li Chengfa, Wang Zilin, Nie Jinlong, Zhang Keqiang
Main materials: solid wood floor (TREESSUN), Sandwich plate, metallic framework，brushed mirror aluminum-plastic panel
Project name: Wood floors whip up a surge, creating spectacular sensory illusions
Location: Shanghai World Expo Exhibition and Convention Center
Main materials: solid wood floor (TREESSUN), Sandwich plate, metallic framework
Design company: Towodesign (www.towodesign.com)
Design team: He Mu, Zhang Qian, Liu Xiongjie,
Project type: exhibition hall