MUSIC STORY
The Place | Interior Revamp | Shanghai, China

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Music Floor is an interior revamp of the public areas in the 4th floor of The Place, which was dedicated to Music & Dance related stores, such as musical instruments stores and dance academies among others.
 
 

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Official Video | 100 Chanel
Music Story Video

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Therefore, the proposal for the public areas should reflect that musicality and dancing spirit, to blend into its surrounding environment, enhance the customer experience and engage with their audience.
 
It was important to analyze the entire floor and identify potential key spots where featured installations could be placed without affecting the normal course of the commercial activity.
 
 

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By spreading and locating smartly the number of interventions along the entire floor, and connecting them with an eye-catching painted scape, we could create an interesting themed immersive experience minimizing the number of intervened spaces while maximizing the impact and success of the project as a whole.
 
 

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The landings of both escalator cores, a residual wall, and the longest & narrowest corridor in the floor were identified as potential key spots to host the main installations.
 
 

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The surrounding space of the escalator cores were premium locations offering more generous spaces to host installations without really interfering in the pedestrian circulation.
 
One of them was the word MUSIC, consisting on giant eye-catching letters which could be used as seating and gathering feature right in front of the cinema’s entrance.
 
 

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The other one was a giant iPod, an interactive interface offering pretty much the same functionality as a real iPod thanks to the collaboration of Squiggle Labs by engineering the interactivity.
 
 

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In order to interfere the less as possible, we decided to cover the columns with a new iPod-looking case, turning a normal column into a fun feature. To enhance it, we added earphone-looking benches next to it.
 
 

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For the 3rd installation, we took advantage of an unused residual wall in the main corridor to turn it into an attractive space.
 
 

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The bent Piano was the idea we came up with in order to take advantage of the wall but still allow people to interact with the installation and be part of it.
 
 

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Again, in collaboration with Squiggle Labs we created an interactive Piano in which the piano keys would reproduce its sound & change its lighting behavior as people would step onto them.
 
 

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And the last intervention was in the longest & narrowest corridor in the entire floor. It was the less pleasantly walkable space within the 4th floor, and therefore it needed to be revamped to attract customers through it.
 
 

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But how to intervene a very narrow corridor without interfering in the pedestrian circulation? The ceiling.
 

 
 

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CREDITS
 
Project Name: Music Floor
Design: 100architects
Design Team: Marcial Jesus, Javier Gonzalez, Anshuman Roy
Interactive Engineering: Squiggle Labs
Production Company: Hong Yang Advertising
Client: The Place, Nanfung Group
Location: The Place, 100 Zunyi Road, Changning District, Shanghai, China
Built area: 1,000 m2
Completion: February 2018
Photography: Amey Kandalgaonkar