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january 2013volume 8 issue 1

Lighting focus New trends in workspace lighting

Paints today A look at the latest trends

Tile tales Spotlight on sustainability options

Breaking the rulesA look at the latest Dubai showroom

32 | MIDDLE EAST INTERIORS January 2013 January 2013 MIDDLE EAST INTERIORS | 33

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Studio bruno guélaff, a boutique design studio producing bespoke design for select projects and clients, was commissioned by Arteco

Ceramics to craft a modern ceramic and sanitary ware showroom in Dubai, that would capture the public’s attention.

The 5,000 square feet ceramic showroom, boast-ing five-meter-high-ceilings, is located on Sheikh Zayed Road in Dubai. Bruno Guélaff, design direc-tor, studio bruno guélaff, spoke to MEI about the design concept.

What was the client’s brief for the project ?As an exclusive regional distributor of some of

world’s leading manufacturers of mosaic, porce-lain, ceramic and sanitary ware, Arteco Ceramics required a space to showcase its extensive range of products. A strict requirement list was provided which included 300 sliding panel systems. Typically display areas in sanitary ware and tile showrooms involve mockup bathrooms. Another requirement

was to have design stations and a design work is-land area where clients and Arteco employees could interact in a productive manner.

Other requirements involved the management and back of house areas, including separate mana-gerial offices, conference room, back of house work area, coffee area and working bathrooms.

In regards to the overall design direction re-quirements, they were not set in stone and the cli-ent trusted our ability to give them an individual identity. On the other hand they did expect a more typical individual bathroom mockup design which strayed away from norm.

How were the requirements met?

The main challenge of the design was to incorpo-rate 300 sliding panels in a way that did not deter from the overall design idea. We used an integrated panel system from Polcart where the only visible portion is the handle and frame which helped to

Breaking the rulesThe design of Arteco ceramics showroom is based on an art gallery

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Project challenge: Showroom has 300

sliding panels

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34 | MIDDLE EAST INTERIORS January 2013 January 2013 MIDDLE EAST INTERIORS | 35

[ PROJEcT REPORT ][ PROJEcT REPORT ]

Creative studioSTUDIO bruno guelaff is a boutique design studio which spans an amalgamation of design mediums where creative expression is cultivated. The studio has a myriad of spirited projects on its hands ranging from exclusive hospitality to unique residential work sited in a multitude of international locals. Studio bruno guelaff supplies an individual service producing bespoke design for select projects and clients. In addi-tion, Bruno Guelaff pursues his zeal for furniture design with select Swiss furniture manufacturers.

keep the overall showroom look minimal.A showroom is a ‘room’ that has a purpose to ‘show.’

Of course having many products combined with 300 sliding panels may get cluttered quite quickly which justifies the design work ethic behind incor-porating the Polcart wall systems. Instead of clutter we opted for singular wall panel display along the perimeter of the shop.

As for the managerial offices they were imple-mented as per the requirements. The coffee area was also implemented in open designer kitchen area to further compliment the idea of a modern workspace.

What is the design concept?Arteco Ceramics is the perfect example of a bou-

tique project. The showroom design is based on an art gallery. What better way to display product than on a white background complete with a frame, the product is now put in a valuable position. Tiles and sanitary ware are now either on a singular wall panel or on a pedestal as any art piece would be displayed in a gallery. Experiencing each product in a clutter free white environment is bound to high-light its true qualities.

Additional steps have been taken in the category

of art. Many elements in the showroom are cus-tom designed. Two custom design stations manu-factured in corian take advantage of the pliable qualities of the material with its sharp angles and flexed limbs. The design stations are sculptures in their own right which lends a hand to the idea of an art gallery.

Graphic design also contributes to the art in Arteco. Audrey Hepburn with a pair of red head-phones makes quite a statement. The inspiration behind the art is the ‘noise’ of the modern world may just be a little too garish for such a classy lady

therefore some noise cancelation headphone may ease the clatter.

With all the elements in place from canvases of tiles, statuesque faucets on pedestals, sculptural de-sign stations and graphic art lined walls all that was left was lighting. Barrisol lit ceiling panels shed the perfect lighting quality to invigorate the sea of col-ours as well as Arteco’s branded red.

The art behind Arteco is found in design elements that showcase the qualities of their international product lines as well as the custom designed ele-ments that populate the modern gallery.

Offices: A modern workspace