Thursday 14 Mar 2013
The design of the showroom comes from the idea of the brick and the medium of the wall, in particular the point where the wall fails and becomes the ‘unwall’. This material-based investigation was inspired by the work of James Wines, the founder of SITE Architecture who brought the literal into the most prosaic architectural forms. The ‘unwall’ is not only not a wall, but it’s mortarless, or dry-jointed.
Move-in showroom was designed and built by a team of Elenberg Fraser's younger graduate architects, with Zahava Elenberg setting the conceptual brief. The team worked on the project from concept through to post-construction, approaching the design through an exploration of specific materials and techniques. After designing the ‘unwall’, the team were faced with the problem of producing sufficient construction advice for the builder. It was decided it would be quicker (and more enjoyable) to build it in-house, so Elenberg Fraser hosted a five-day intensive construction workshop where the team built the wall themselves.
Elenberg Fraser say they are excited by the new directions in brickwork that this project has exposed. The Move-in showroom design and construction demonstrates the studio’s role as an incubator for young architects. Elenberg Fraser also took this opportunity to redesign Move-in’s brand identity and the retail signage for the new showroom. The idea was to link the new logotype to the business’ brand proposition – the 'Complete Furniture Package’. This was acheived by creating a mark that uses a mix of linear and curvilinear letterforms in space, drawing inspiration from the furniture that might inhabit a living room. The logotype is accompanied by a suite of quirky graphic devices and typography, and a restrained colour palette – the new brand identity complements and enhances the architectural expression.