Interior Design & Visual Identity

The challenge was to create the identity and the interior design for Cellini’s watch and jewelry store located in Promenada Mall.

The name ‘’TIME SQUARE’’ inspired us to create an elegant and geometric logo, but also to develop the interior design around the idea of SQUARE.

The concept for the store embodies 4 fundamental key words: CLASSIC, INDUSTRIAL, NATURAL & ORGANIC - all underlining a sophisticated ambient. 

Outside the store

The floor pattern represents the CLASSICAL aspect of the store with its baroque sandstones carefully selected for their exotic wind rose or winds of time motif.

The walls are made of raw concrete slates to expose a masculine, INDUSTRIAL aspect, while in contrast, the wooden displays & finishes embody a more NATURAL, warm, feminine environment.

The ORGANIC feel of the store is displayed by its irregular shaped chandeliers.

 All the elements were carefully designed to create a premium ambient and offer the consumers a unique brand experience.

Inside the shop

There are two types of product displays. The first one consists of massive rectangular columns, made of wood and designed to contain watches. The shape of these displays recalls the appearance of a watch. The second type of displays, those for jewelry are conceived as suspended elegant cubes. They are attached with metal bars, both to the floor and ceiling, creating the feeling of oversized jewelry.

The logo

The logo design follows the idea of a square, divided in two pieces (watches and jewelery). We created this identity, continuing the concept of the store. We wanted to blend the warm feeling of wood with the strong and industrial mood created by the raw concrete.

Photo credits: Marius Stefan Dragne