Complex City designs a new concept for a wine store in France
The design of this concept store is not obvious; the store is located in a very 'cubic' urban environment and is the result of a set of 'fronts' linked to its content. It is both programmatic and symbolically urban.
Three basic concepts structure the project: the vertical, the visual and 'sensitivity'. The image of the vine and its linearity are the starting point of the concept of verticality that is reflected in the facade. The curve would be the expression of sensitivity related to the sensory experience that takes place during the tasting of wine.
Characteristic of white, rosé, and red wine, the gradient colour is employed in the facade, giving the sense of a knowledge related to the imaginary and the symbolic. Aesthetics are subjective, as the image of wine revealing itself to 'V[B]oire'* in a journey towards a personal world.
Simple colours and textures like natural wood and white mark out vertical and horizontal planes. The tower becomes a structured game made with cases that punctuate the space. It also takes inspiration from the concepts of lunch, appetisers, dinner, dessert, etc. recreating a colourful variety as an invitation to dream and to travel.
*(“V[B]oire”, the word play in French of to watch and to drink, connects the idea of having simultaneously a visual and a gustative pleasure).