The exhibition hall of Oezer: Transcending the boundary to pay tribute to classic

Windows are the eyes of a building. When modernist architecture liberates the position of windows from constraints such as appearance, structure, and even climate, how to control the relationship between the interior and exterior by selecting an appropriate window and define the way people view the landscape has become a new proposition in design. Oezer, one of the leaders in high-end window brands, has always been committed to enhancing products through technological innovation and constantly surpassing itself. 2024 is the tenth anniversary of Oezer. The brand has invited designers to transform the exhibition hall of Guangzhou Design Week into a space that encompasses not only products but also technology and art. This presents an excellent opportunity for the brand to systematically organize and showcase its products to consumers.

A Eastern courtyard with Bauhaus elements

A courtyard with an Eastern aesthetic have been created by interplaying and nesting a number of classic and minimalist geometric shapes of square, circle, and triangle from the Bauhaus movement, which were taken as the fundamental design language for the space. In this way, the Western modernist movement harmoniously converges with the ancient Chinese geographical thought, “Round Sky and Square Earth”, resulting in a facade that is distinctive and memorable. The overlapping of different spaces inside creates a dynamic visual experience. The staggered entrances, which also function as a staircase leading directly to the second floor, contribute to a rich spatial experience in the vertical dimension.

Upon entering, two different themed exhibitions are placed on the left and right sides of the courtyard. The seven flagship products are also seamlessly integrated into the diverse facades. How to showcase the features of the product in an appropriate setting is the primary concern for the designer. The core is making the space itself as the storyteller, where consumers can learn about the brand story and product details during their visit.

Simplicity triumphs over complexity

As perceptions of beauty evolve, doors and windows are gradually transforming from being considered as mere building materials to becoming products that represent lifestyles. Therefore, the designer aim to show the absolute balance between functionality and aesthetics advocated by modernism through pure spatial construction.

The essence of the space is similar to the "white box" of an art gallery, therefore, the designer consider the space as a "container" that contains the minimalist aesthetics of the products which reflects minimalist lifestyle. The central plant in the courtyard represents nature and serves as the spiritual core of the entire space. Such a design also entails an interpretation of the details of the products——the tree transform the relationship between the external space symbolizing nature and the internal space symbolizing the indoors, thus, people has the chance to re-examine the multiple viewing relationships within the space, refocusing their attention on the product - the windows. The windows not only act as boundaries separating the indoors and outdoors or the public and private spaces but also serve as channels for dialogue between the inside and outside. Light and shadow through the windows shapes our daily experience of observing nature.

A world without boundary

The interior design strategy takes advantage of digital multimedia art to deconstruct and redefine the exhibition hall, which blurs the boundaries of space. Multimedia screens embedded in the facade attract the attention of passersby, instantly immersing them in the philosophical concepts of the products of Oezer.

We could conclude from the smooth and vertical frames of the doors and windows and the LED screen with continuous flowing visuals that virtual technology has blends the boundaries of the real world, while the ever-changing and flickering images emphasize the profound impact of technology on our lifestyles. As a result, we begin to contemplate the meaning of life and the eternal nature of the universe. That's the significance of the digital art pieces in the space, as they emphasize the brand's forward-thinking approach to living.

Nowadays, people's demands for products have evolved beyond just good quality, the concepts of living are evolving, shifting towards higher-level aesthetic needs and spiritual value pursuits. They now place greater emphasis on brands, gradually recognizing the philosophical attributes and aesthetic values represented by the products. That’s exactly the concept the designer wanted to show in the exhibition hall——the interior design can truly help brand convey impactful insights of life to the public by deeply exploring people's emotional needs in the current era and understanding the  design pain points.