SOMETHING

Something - A jewellery store that embellishes the look and reveals the soul

In the alleys of ex-Blloku, between the luxury shops, there is a window that stands out from the others: something different; cold but attractive at the same time. On the mirrored facade, created with a minimalist architectural vision, is written ‘Something.’. Like the brand itself, there is something that invites you to discover what is hidden behind the holographic facade. ‘Something.’ is conceived as a jewelry store, designed to resist in time.

At first glance, when you enter it, a cold and raw space is perceived, similar in concept to the bunkers, where in its heart lies the concrete counter, which exhibits 'Something.' jewelries, A brand created by Ester Nuriu, interior, concept and brand designer. ‘The environment here looks like a big bunker, where a key element of this space stands out at first sight - the‘ island ’, inside which every product is exhibited, a work of 2 years. The hard concrete floor and walls stand in the background, to emphasize the concept of simplicity of an abandoned environment, where the jewelries are placed and all the attention goes to them. '

The wall at the entrance of the room is lined with safe boxes, as if to show that the things of the material world are not as valuable as our inner side. Anyone can start out of curiosity to see if there is anything inside them, but the coded drawers are all empty! Conceptually, through the installation of safe boxes, is given more importance to the spiritual world than to the material one.

‘With the safe box as an object, I wanted to convey the idea of material thing devaluation,  because in fact, as soon as you see a safe box, you think you will find something valuable inside. Everything, in the concept, is created to give value to the human interactions and emotions we experience. The safe box is an installation that should make us reflect about society and materialism. '

When Ester is asked why she chose the name ‘Something.’, she answers explaining that you can find something or many things inside. ‘Something.’ is a personal product, which you put on to feel good, and above all, when we give this feeling to someone, so, that is something for someone. True values are the thought and the wish.

The design aims to represent the brand identity, visualizing the concept of the store as a synonym of everyday life. 'I wanted to translate the reality of the outside world into an imperfect interior space, where concrete, glass and broken things coincide with the life we live, same as us, we are not perfect within.' The island, the core  of the environment has a flaw, which shows that we all have at least one flaw in our lives. This, too, to send the message that life goes on, even having these problems. To show that the environment has long remained closed, finished, came the idea of moss. The corners of the shop are decorated with huge stones in raw condition as taken from nature, where in some places moss is integrated as an element which appears naturally where there is life, the only colored detail within this space. There are a lot of artistic elements such as ‘no identity ’ sculptures, which expose jewelries, as well as the positioning of mirrors, which through reflections highlight and hide at the same time, adapting every detail in syncron with the conception of the brand itself. With a clear vision, combining the product with space artistically and conceptually, a game of lights and reflections is obtained to further explore the emotion that this space transmits.

At the end of the interior there is a small partition, wrapped in corrugated sheet metal, as is usually the case with construction sites. The space is dedicated to both the storage and the office, where something is always worked on and created.

An atypical interior of a jewelry store, where luxury is casually and unexpectedly displayed, ‘Something.’ comes in minimalist and brutalist forms at the same time, from the choice of using contemporary materials and full of life. The project was realized in the form of a concept store where the product, interior and visualization remain in coherence with the identity of this brand.