Dessein: 10 Degrees Concept Store
Dessein Furniture is set to open an experiential retail concept, pop-up store in Perth, Australia.
Dessein Furniture is a proud designer and producer of original, affordable and sustainable Australian-designed furniture.
Designed by Melbourne-based design studio, DesignOffice, the store forms a pop-up brand experience, created to invite customers into the world of Dessein. Functioning as both an installation and an element for product display, the store will offer a first-hand experience of the brand and its Australian designed range.
The Perth pop-up store is inspired by Dessein’s 10 Degrees campaign, which grew from the company’s commitment to Australian design, lifestyle, temperature climate, and indoor-outdoor lifestyle. The campaign’s name refers to that moment during the day when the sun hovers 10 degrees above the horizon before rising or setting.
To achieve this effect the team of DesignOffice spent much time investigating the particular Australian light qualities apparent at that specific time of the day.
“This involved creating an impact with the sense of something unexpected. Then using the planes of light to focus the view onto the furniture, and creating a sense of place and an area to dwell and learn more about the pieces,” said Damien Mulvihill, Director of DesignOffice. “Overarching this is the aim to create a light, playful and simple installation to reflect the brand values.”
Reflecting the process and inspiration of the project, the pop-up store when viewed from afar, looks like a chromatic light installation. Once visitors approach the store, the planes of light angle in to focus on what seems like floating pieces of furniture.
The Dessein pop-up store is set to open on Saturday 1 August 2015 at Arthur G, 1/207 Stirling Hwy, Claremont, in Perth, Australia.
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