Commercial interior design of the inaugural SoReal flagship store in the heart of Beijing. The objective was to orchestrate and dramatize the visitor experience transitioning from urban reality into virtual reality.
Dissolving media into space and dissolving space into media was our key design strategy. Accordingly, we seamlessly embedded all media surfaces within one-way mirrors and used projection-mapping on semitransparent surfaces. Angular LED strips connect walls and ceiling sending light impulses throughout the space. Visitors enter a kaleidoscopic environment that forms a dynamic transition into the various VR worlds.
A succession of spatial experiences leads the visitors from the open public area to the ticketing counters, to a central portal, followed by stations for putting on VR gear, and finally into the actual VR experiences.
