Presentedby x Level Shoes

  • Prize
    Winner in Interior Design - Retails / Shops
  • Company/Firm
    External Reference
  • Lead Designer
    Carmelo Zappulla
  • Design Team
    Sebastian Amorelli, Ilaria Rampazzo.
  • Architect
    External Reference
  • Interior Designer
    External Reference
  • Const. Company
    Oxido Taller, Noumena, Lloc Audiovisuals.
  • Location
    Level Shoes - Financial Center Road - Dubái - Emiratos Árabes Unidos
  • Project Date
    December 2020
  • Project Link

The Presentedby store is conceived as an interactive exhibition space where digital dimension informs the physical
and vice versa. Even before going in, the customer is captured by a double funnel- shaped entrance covered with screens that uses
outstanding projections images starting right away the fully immersive experience. Presentedby features interactive
and dynamic projections on the floor, being sensible to foot traffic and making the space more playful. The 3D printed lattice walls, with their sinuous shapes, are inspired by the technologies and 3D parameters used by all fashion brands to produce sneakers nowadays. This lattice uses an advanced polymer integrating wearepure, a
100% natural mineral compound, with the property to mineraliz e primary greenhouse gases (CO2 and NOx) and reduce volatile organic compounds (VOCs). The use of this material permits the new space to reduce the contaminated air behaving like a small forest. The store absorbs 38kg’s of CO2 per year. At the center of the space the ultimate experience capsule performs a spectacular holographic and projections show giving the room an idea of infinite space.

External Reference Architects is a multidisciplinary design firm that breaks the boundaries between architecture, visual arts, and digital tools to generate new spatial experiences.
Founded in 2007 in Barcelona, the studio has performed groundbreaking work in interior design and architecture, completing projects worldwide in Barcelona, Bangkok, Dubai, London, and other influential locales.
Our vision is to create emotional spaces that enable brands to express their values and beliefs to customers through architecture.
We apply digital technologies to customize dynamic spatial experiences for