00/Rebirth of an Old Decoration Mall
Someting has been operating in Nanjing for over 30 years and is one of the earliest brands to delve into Italian-style living and home collections. It has a showroom of over 3000 square meters in the local landmark, Shilin Decoration Mall. In recent years, as the real estate market has declined, traditional home furnishing malls have inevitably faced challenges. The advantages brought by centralized pricing and convenient shopping have gradually diminished due to the rise of online channels.

The significance of traditional showroom spaces is being re-evaluated. Recreating the experience will restore the primary purpose of showrooms as exhibition spaces. Immersive displays have undoubtedly become a breakthrough solution for overcoming operational difficulties. The transformation of the decoration city into "a gallery" will convert the traditional sales environment into an exhibition that values ceremony and sensory experience. For each brand, corresponding themed settings are created, and furniture is treated and combined like artwork.

The commercial goals are subtly integrated into the exhibition narrative. Visitors casually wander between products, inadvertently absorbing the ambiance, and engage in repeated exercises of appreciating life aesthetics.

01 / The "gallery" Shaped by Water
In comparison to commercial showrooms, creating a gallery means a stronger spiritual connection, with deeper links to history and memory, and a better understanding of the city’s character.

Water is the essence of Nanjing. The Yangtze River and the Qinhuai River—one vast and powerful, the other gentle and graceful. Drifting on the river, the expansive water surface unfolds like a scroll painting, with the mist rising and the sound of boatmen singing, drowning out the bustling noise of the river. Water is also the mark of Italy. Ancient Rome's aqueducts plowed furrows in the earth, and Venice's drunken dreams of swaying need not be told. The continuous flow of water is a shared cultural symbol in both Eastern and Western traditions. Therefore, "water as form" became the core concept behind the design of Someting’s facade.

pEntrance facade generation diagram
Animated image of storefront generation.
The designer used a membrane structure to mimic mist, draping the "gallery" in a veil that obscures the old facade of the decoration city. The pure form expresses modernist simplicity, as if a powerful brushstroke on a scroll captures the shape of mountains and rivers, extending the calm elegance of Eastern aesthetics.
It's also like a casual slash on a blank canvas by Italian artist Lucio Fontana, creating a whole new dimension of connection to the universe. The "gallery" is defined by water, marking a clear distinction from the surrounding decoration city. A small cantilevered bridge connects the structure to the street, creating a physical link to the city.

Walking through the narrow path into the "gallery" transforms the act into a ritual, embodying a spiritual transition into the space. Light emanates from within the showroom, filtering through the membrane structure, casting a gentle glow like flickering lights in the mist.
pExploded views of the storefront and bridge deck.
The water’s reflection, the cantilevered bridge, winding paths, and draperies all collaborate to create a spatial narrative imbued with the subtle beauty of Eastern aesthetics. Visitors, even before entering, are filled with an anticipation of beauty.
02 / "The Ideal City of Furniture"

Cities are the most complex creations of man, where history takes place with the convergence of a vast number of people. The showroom is a city of furniture, an ideal city where every detail is designed. Entering the "gallery" through a stone-paved pathway, the designer introduces a section of exposed concrete, resembling an "urban ruin"—echoing the ancient city walls of Ming Dynasty Nanjing, or the corner towers of medieval castles.
The thick walls within this space create an intimate setting, conducive to private discussions. The "ruin" slightly deviates from the entrance, breaking the original grid structure, creating a sense of flow and organic order. As visitors follow the path, the timeless dimension of space allows for a quiet, meditative experience.

On the second floor, a large elliptical plaza is introduced. The evocative effect of the spirit of centripetal place in its form on people has been repeated since Michelangelo's Piazza del Capitolio. The designer uses semi-transparent curtains along the edges to enclose the space.
In a subtle and almost imperceptible way, the design integrates memories of a garden, using modernity to soften the formality and monumentality of the space. Between the curtain rods, openings are left for visitors to enter the space, where sculptural furniture pieces rest on elevated platforms. The act of viewing the exhibition becomes a ceremonial experience.

pGeneration diagram of the second-floor space.
pExploded view of the second-floor space.
The curtains and surrounding elements create a circular flow, linking the main path with side routes leading to individual rooms, forming a fluid network similar to a water system. Visitors can leisurely wander through the winding corridors, drawn into different brand stories hidden behind doors. Whether they follow a guided tour or freely explore, they can immerse themselves without fear of losing their way. The browsing process merges art with commercial space, turning straightforward commercial actions into a softer enjoyment of culture and art.

pFirst-floor plan.
pSecond-floor plan.
pSectional drawing

Project Info
Project Name: Something Furniture Showroom
Location: Nanjing
Design Firm: Modum Atelier
Design Team: Zhang Siyi, Zhou Nan, Li Zongze, Yang Junbo, Zhou Ruizhe
Building Area: 3200㎡
Design Period: May 2023 - September 2023
Construction Period: October 2024
Materials: Ferrari membrane, concrete prefabricated panels, artistic paint, stone, fabric, Schüco curtain wall
Construction: Nanjing Jinyao Decoration Co. , Serge Ferrari construction unit
Lighting: Nanjing Guangwei Design Consultants Co.
Collaborative Design: Raumplus Design Team
Photography: Zhu Runzi, Howie

