Exhibition Hall 3.0
Maison Joseph is one of the pioneering buyer’s shops in Hangzhou. Having previously collaborated on designing two interior spaces in office buildings and shopping centers, the brand has showcased varied display effects across diverse commercial settings. With a deepening understanding of new commercial spaces and modern lifestyles, Maison Joseph has now launched its third furniture exhibition hall in Hangzhou. The space has evolved from a simple interior design into a complex of frame structures and auxiliary rooms. By engaging with the owner’s long-standing philosophy in home buying and integrating the site’s characteristics, the design presents a fresh interpretation of the brand’s vision for urban living.
Parks and Streets
The location is nestled in an industrial park within Hangzhou’s Binjiang urban core. Although compact, the park exudes a peaceful charm. The renovated two-story building retains a modest urban commercial vibe, lacking the intensity of modern retail centers. The cluster includes diverse businesses such as coffee shops, outdoor collection stores, auto repair shops, and flower shops, forming a community that supports a quaint street-like atmosphere.
The renovated building is tucked away in a quiet corner, enclosed by a courtyard on three sides. Mature camphor and ginkgo trees grow close to the structure, creating a natural barrier that shields the space from external noise. The design envisions the new furniture exhibition hall as an open space within this intimate community. The park road extends the scale of the urban street and alley, featuring a rain corridor along the main pathway that connects the street and alley spaces. This corridor forms a sheltered eaves area where visitors can rest near the pedestrian entrance. Floor-to-ceiling glass on the first floor opens fully to the street, creating a transparent, showcase-like display that invites exploration and interaction.
Freedom and Style
The interior layout is tailored to the needs of showcasing furniture products, dividing the space into three zones: a free exhibition area, a style exhibition area, and office space. The first floor highlights openness and transparency, moving away from the original building’s cramped partitions. A high-ceilinged space sequence runs along the main entrance, maintaining spatial flow and providing a flexible exhibition hall that can be rearranged to match quarterly sales cycles. Platforms, height variations, and the use of diverse materials help define and differentiate exhibition zones.
The second floor separates office areas and style display zones around the courtyard. Offices are positioned on the south side to maximize natural light, while an independent reception corridor on the west connects five distinct style model rooms. This layout allows customers to explore and compare a variety of home design styles.
Courtyard and Socialization
“Through the light in architecture, we can see the beauty of life and nature.” – Steven Hall
The relationship between the building’s openings—such as French windows, high windows, skylights, and patios—and the surrounding courtyard has been carefully redefined. This design emphasizes a relaxed experience with natural sunlight, aiming to capture an abundance of light, shade, and greenery within the space.
The venue is embraced by a spacious courtyard. From the first floor exhibition hall, visitors can observe people gathering and chatting along the streets and alleys. In the model rooms, dappled sunlight filters through tree shadows outside the windows. Skylights on the second floor bring in soft, diffused light, while the proximity of window openings to dense foliage creates a serene atmosphere. Customers can relax comfortably on sofas, enjoying the leisurely vibe fostered by the community courtyard in a lifelike home setting.
At the southwest corner of the site, a 100 square meter auxiliary room faces the courtyard. This courtyard, filled with plants, divides the indoor space into two parts, linking the interior with the garden greenery. This space, known as the “Social Club,” serves as a multifunctional venue for various events such as product launches, sharing sessions, and art exhibitions. It subtly blends into the courtyard landscape like a pavilion, offering a warm and inviting social space within the bustling city. These courtyards enrich the community’s social life and elevate the spiritual pursuit of ideal urban living.
Project Drawings
△ General Layout Plan
△ First Floor Plan
△ Second Floor Plan
△ Elevation Drawing
△ Elevation Drawing
△ Elevation Drawing
△ Section Diagram
△ Analysis Chart
Project Information
Project Name: Maison Joseph Riverside Flagship Store
Project Type: Architecture & Interior Design
Designer: Forest Architecture
Company Website: www.senshangsheji.com
Contact Email: senshang@qq.com
Project Design: October 2023
Completion Date: May 2024
Main Design Team: Zhang Juntian, Sun Hongfei, Gu Zixin, Wang Baoshan
Project Location: Hangzhou, Zhejiang
Building Area: 2,000 square meters (including courtyard)
Photography Credit: Yu Ye
Client: Maison Joseph
Construction Team: Liu Baoshan team
Materials: Corrugated perforated metal, ceramic brick, aluminum panel
Must log in before commenting!
Sign Up