Chic As | Doncaster ← Back to the portfolio
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Chic As | Westfield Shopping Centre Doncaster
It is often remarked that it is often difficult to make things look easy. Good design looks effortless and not labored. Yet it can take a lot of labor to really make simple and elegant look easy. The concept behind Chic As was to refine the display cases to the bare minimum to allow maximum attention to be focused on the jewellery. The jewellery cases were designed to be floating glass boxes. The displays on the wall have an elaborate structural system concealed behind the sheer lustrous curtains. The counter displays are clad in mirror panels further highlighting the idea of floating objects. A sense of mystery was introduced with an innovative new clear film that became translucent when people walked by at certain angles, further highlighting the floating shopfront glass display box and its contents.