SELLMA Beauty - Make up Showroom and Shop

The design project of SELLMA Beauty - Make up Showroom and SELLMA Shop, was a unique challenge for the architecture design studio PHI+ARCHITECTS due to the large area of about 300 m2 just the Makeup Showroom, not including the administration and workshop parts - as well as the short time for the realization of this project in three months. Starting from the destination change of the space and the adaptation from a storage building into a unique Makeup Showroom that supports the makeup artist and gives the opportunity for the exposure of creativity and the experience of creative work with International and National Showbiz stars.

The main inspiration in the creation of the interior space was first the wise adaptation of the space to lose and blend the barriers and storage character in a fluid and elegant, inspiring and unique space, softening the rough shapes and turning them into rounded shapes with material from micro-cement-handwork that gives it uniqueness and simulation of natural elements through colors, shapes and shades.

The construction material that was used in this project is plasterboard with its own possibilities for bending and forming different amorphous, natural shapes with consistent flow throughout the space, because it works quickly and easily - therefore it is optimal and efficient. The color used in these spaces was obtained by combining several techniques to achieve a natural look of pastel beige stone - all handwork in the ceiling and wall spaces. In the most exclusive part of the object, a bolder color of natural red stone is used to give a contrast and bold interpretation of artistic creation, which offers a different presentation of the product and a different feeling of the environment - so, the same natural element in all its forms.

Lighting is another element that is designed and executed in a non-regular grid but in a fluidity of movement, precisely for the reason of the continuity of arched and semi-arched forms (as part of the circular form as the most perfect geometric form in nature), which are in sync with the display of the products and the movement line.

The naturalness of human fluidity and movement in these spaces is manifested through simplicity (as the most ambitious and greatest challenge throughout all creative work) - at first sight with forms and materials, covering the existing construction to turn the movement and experience into a half museum of makeup, architecture, art, and design - which was very easily accessible in concept as a team of artists from the fields of architecture and makeup.

The furniture is designed and made based on the space in the country and the elegant but unique style, where everything was created with constant instructions from the architecture team suggesting the color, texture, shapes, colors, and the sensation that should be conveyed in each place.

PHI+ARCHITECTS and SELLMA Beauty - Make up Showroom and SELLMA Shop have been working especially so that this Showroom does not present just a shop for buying the latest makeup, but an aesthetic feeling of beauty and experiences, where everyone has the space to interpret their own experience and embodiment with the art of makeup, through contemporary architecture and trends, turning the shopping and makeup into an experience, fun, education and above all art.