Proving that elegant design can last forever, H2R worked on a diamond inspired fit out of Asma AlShaya, located inside of Galleria Mall, Abu Dhabi.

To showcase the high-end luxury jewellery and electric vintage watch store, H2R Design focused on making the displays and interiors work in harmony, with a brief to capture the niche collection of items and create a seamless transition into a sophisticated utopia.  

With the inspiration for the design derivative of diamonds themselves, H2R used the raw, clean, and pure characteristics of the jewellery pieces to take visitors to the boutique store on an aesthetic discovery of earthy textures that are contrasted with the translucency and purity of the high-end display items.  The store focuses on warm and dark tones to convey both a soft inviting presence as well as exclusive sophistication, acting as the perfect natural backdrop to let the products shine.

Speaking about the opening, Hasan Roomi co-founder of H2R Design said: “We have created a design that is both opulent (as one would expect a high-end jewellery store), but also functional, so that guests can have the best possible journey through the space. We were conscious of not ‘overdesigning’ and instead focused on the best ways to complement the sparkle of the products of the store and using their natural characteristics to act as the storyboard for the boutique.”

The conjunction of earthy tones and materials with elegance carves out a niche framed as ‘sophisticated brutalist’, while the play of materiality, arches and recessed backdrops embodies the rough encrustation of diamonds, with an ambiance evoked by the chiaroscuro lighting that exudes timelessness. “A diamond sparkles better in the dark” – was a notion pivotal in creating an immersive experience with the duality of dark and light.

One feature that sets the design of the space perfectly is the recessed shopfront, with a soft frosted gradient, deliberately designed to spark curiosity, whilst also sharpening the unique chamber-like interior. The distinctive mirage effect creates a dynamic interaction where both materials and light play on the façade. 

Inside, natural materials such as stones with strong linear veins contrast with elegant soft carpets which enhances the multi-faceted narrative of the space, while plain and ribbed glass combine to add a calming trans lucidity. 

With both the physical restraints of the space and the extravagancy of some the displays being a challenge, H2R Design focused on using segmented open space, nooks, and radiant design elements to ensure a seamless and sophisticated guest experience.  To avoid overcrowding and sustain a minimal elegance, zoning was introduced, as well as the use of collection displays that improve functionality, as well as providing a personalized custom experience to the user.

Arched fins lead visitors through the various zones within the space, whilst away from the main chamber, the try-on-room provides a more intimate fitting space, with an artistic back drop with marble flooring and the grandiose chandelier. 

For more information about H2R or Asma AlShaya, please visit www.h2rdesign.com