The project is situated on Zhongxiao East Road in Da’an District, Taipei City, along a vibrant commercial street bustling with activity. The storefront measures just 4.1 meters wide and 14 meters deep, with a net ceiling height of 2.7 meters, encompassing a total area of approximately 64 square meters. Originally a clinic, the space was transformed into a jewelry store, designed to accommodate functions such as reception, intimate interactive exhibitions, storage, and sales. The designers crafted exhibition areas featuring heart-shaped installations that serve as visual focal points, creatively connecting the original interior walls to form an artistic linear space within this narrow footprint.
△ Night view along the street © Zhaojun Gong
The design approach is founded on three key levels: spatial structure, brand essence, and artistic quality. As a bespoke product under the jewelry brand, diamonds are conceptually extracted by designers from raw natural ore facets. These are then transformed and reassembled into polyhedra expressed through a two-dimensional design language. Beginning with the heart — a universal symbol of love — the concept is elevated into a three-dimensional representation of affection. The irregular LED translucent elements metaphorically capture the sparkling radiance of polished raw stones, visually enticing passersby to explore the store. The solid form and shimmering blue light embody the high-end custom craftsmanship of the World brand, conveying a delicate yet mysterious ambiance.
△ Plan view
△ Storefront © Zhaojun Gong
The entire store balances shades of gray and blue, cultivating the brand’s identity while evoking the complex emotions that diamonds symbolize.
At the heart of the space lies a striking blue heart-shaped installation, crafted from brushed silver stainless steel with irregular forms that merge to create a dynamic centerpiece. This installation changes appearance based on the viewer’s position and perspective, enhancing the spatial experience. Against a backdrop of pure silver tones, the blue heart gleams subtly, reflecting light faintly. Linear light strips extend the space visually, while the heart-shaped motif illuminates the gray interior with vibrant energy, embodying a frozen yet explosive dynamic. Dark furniture accents complement the space, drawing focus to the central heart installation, while each display cabinet invites customers to discover its most captivating side.
△ Animated view of the heart-shaped display cabinet
△ Heart-shaped display cabinet © Zhaojun Gong
The glowing hues of blue and purple echo the brand’s original visual identity, stimulating consumer desire.
△ Interior view B © Zhaojun Gong
A display space shimmering with refraction and reflection © Zhaojun Gong
The use of mirrors and stainless steel wrapping, along with elongated display cabinets, allows customers to walk through the space. Independent display units are arranged at various angles along the narrow path, creating a shifting landscape of light and reflection with every step.
The blue display cabinet rising from the floor becomes a striking feature in the minimalist gray space © Zhaojun Gong
A harmonious blend of sales and display © Zhaojun Gong
The polygonal diamond display cabinet enhances the perception of spatial depth through its dense parallel line design. Reflected alongside the heart-shaped cabinet in an adjacent mirrored wall, this arrangement adds visual complexity and prevents the space from feeling cramped.
Fragments of new installations repurposed as product display cabinets © Zhaojun Gong
Some of these individual pieces serve as jewelry display units, showcasing the brand’s collection and concept products. Others are designed for easy rotation, allowing seasonal products to be swapped seamlessly. The recessed niches of these cabinets feature brushed stainless steel paired with warm velvet lining, underscoring the brand’s high-end customized positioning.
Visual effects shift with perspective changes © Zhaojun Gong
Dazzling materials create a captivating presence © Zhaojun Gong
Several parallel modules, both connected and independent, form a cohesive display system composed of boxes for showcasing and storage. These units extend into a dynamic spatial installation made of laser-cut electroplated stainless steel and acrylic plates, illuminated internally by colored LED lights. All components were prefabricated and processed in a Shanghai factory during the pandemic, then transported to Taipei for on-site installation involving lifting, welding, and hinging. Precision CNC machining ensured component accuracy, while prefabrication significantly reduced labor and time costs. Additionally, the primary materials are designed for disassembly and relocation within different display areas.
A seamless blend of display and sales © Zhaojun Gong
The dynamic interplay and spatial interaction of the flat heart-shaped motif © Zhaojun Gong
Fragments of new installations repurposed as product display cabinets © Zhaojun Gong
A dynamic spatial atmosphere is central to this project, combining traditional metals with linear lighting systems. The horizontal glass façade fully showcases the spatial displays, while the exhibition and display corridors invite customers to explore further.
Different metal tones and mirrored surfaces create a mysterious allure from various viewpoints © Zhaojun Gong
The folded section of the display cabinet © Zhaojun Gong
The customized area offers customers a comfortable and private retreat within the deepest part of the space. Here, they can engage in meaningful conversations, discover their perfect diamond, and uncover treasures hidden within their memories.
In contrast to the highly reflective exhibition and display zones, warm LED tubes create a cozy atmosphere. Glass and antique copper tables paired with classic round chairs provide a welcoming spot for visitors to rest as they browse.
△ Elevation drawing
△ Customized service area © Zhaojun Gong
The cashier area features irregular polygonal cuts that continue the multi-faceted design language throughout the space. The flat forms are folded to conceal the traditional cash register, minimizing customers’ instinctive reluctance to approach this area. The wall design integrates seamlessly with the overall interior, positioned next to the negotiation and lounge area, and incorporates functions such as checkout, maintenance, and staff rest, concluding the spatial narrative.
△ Cashier area © Zhaojun Gong
Project Information
Project Name: Universal Diamond Taipei Store in Macau
Designer: Pingjie Design
Company Website: paralleliz-design.com
Contact Email: __AI_S_SC0__
Design & Completion Year: 2020
Main Creators and Design Team: Dong Yan, Huang Di, Xiao Mingfeng, Yang Nan
Project Address: No. 199, Section 3, Zhongxiao East Road, Taipei
Building Area: 64 m²
Photography © Gong Zhaojun
Partner: Suzhou Redesign
Client: Universal Diamond Macau
Must log in before commenting!
Sign Up