Interior Design

Mirage: House of Emotional Reflection: Innovative Shopping Experience

Jelena Manojlović
University of Belgrade, Faculty of Architecture, Belgrade, Serbia
Serbia

Project idea

The idea of the project was to create innovative shopping experience in the busy Knez Mihailova street in the center of Belgrade. The experience of entrancement when you walk inside of the building is to have your senses stimulated, and the main focus is on the sense of vision. The installation of light, reflected in the mirrors is used to inspire emotion of ecstasy and fascination. The mirror effect is created so that the viewer can experience the architectural space he is viewing, as well as the emotion that is visualized using sensors and light projections.

Project description

The Shopping Center is located at the corner of the Knez Mihailova street and Obilicev venac street, in Belgrade, Serbia. The building was built in the year 1934. by the architect Đorđe Lazarević and was one of the first shopping centers in Belgrade. Famous as the "TA-TA" shopping center at the time, its very existence inspired the citizens to open their minds and hearts towards innovation which led to a new concept of "shopping experience".
My redesign of the original "TA-TA" shopping center is to allow the future of innovation to come to our present. The sopping center's primary products are technical devices, such as laptops, cellphones and virtual reality headset. Here, you can shop only using internet, and you can order the selected product so that it is delivered to your address. The interactive glass panels allow you to access the shopping center's database and order the product by yourself, or by consulting an employee.
The ground floor is reserved for shopping. The first floor offers you an opportunity to sit down and have a drink while having a relaxing conversation with your friend at the shopping center's cafe. In the basement of the building is located the installation with a hologram, where a unique perspective is created. The emotions of customers that enter this space are evaluated using sensors. The collected data is used to form a visualization of the customer's emotions, which is then reflected throughout the space - across the interactive glass panels, the pyramid shaped hologram and the visualization can be interacted with. The customer, participating in this divine play of the emotions and space, is left to confront with his emotions and perception of this new experience.

Technical information

The project consists of redesigning an existing building. The existing space in the basement, the ground floor and the first floor is completely opened up leaving existing pillars and the new space is created. The newly opened spaces are divided by interactive glass panels on each of these floors. On the first floor, I opened up parts of the floor, creating a gallery effect, which allows the viewer view on the ground floor, as well as a more open space which inspires a sense of freedom and exhilaration.
Inspired by light, and the ability of light to disperse into its component colors when interacting with a the glass prism, I created a new facade using glass fins with a dichroic effect. During the day the dichroic effect allows the glass to change color between magenta, yellow and cyan, simulating the dispersion of light. The facade spans across the ground floor and the first floor and covers the two street facing sides of the building. The escalators connecting the basement, the ground floor and the first floor are positioned on the left and on the right side of the gallery towards the entrances, creating an inviting atmosphere for the customers.
The mirrors are placed on the ceiling and on the pillars, creating space which seems bigger, and creating an illusion which immerses the customer in the experience.
The interactive panel also have a dichroic effect, and the images are projected on them using a projector. The the pyramid shaped hologram projections are also projected using a projector, which project the image on the pyramid's sides creating a three-dimensional projection.
During the night, the led lights, which are placed in the base of the glass panels, allow illumination of the glass panels. This creates a stage for a light show, which in combination with the corresponding musical effects creates atmosphere worthy of a spectacle.

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