Jeweller - December Issue 2017

Andrés Gallardo
Name: Pablo Limón
Position: director of architecture,
Savvy Studio
Country: Spain
When did the store open? The store was inaugurated in May 2014.
Who is the target market and how did they influence the store design?
Andrés Gallardo is quite an established and well-known jewellery designer,
so the target audience was for those who wanted to explore the brand in
a more intimate setting. That is the reason we combined the showroom
with the workshop – we wanted to create something experimental so we
decided to really focus on creating a design that is mobile and flexible.
Creating modular pieces using materials such as marble and wood was a
way to change the layout of the store easily and as often as desired.
Alessa Jewelry
Name: Alessandra Robles
Position: designer and co-founder, Alessa Jewelry
Country: Guatemala
When did the store open? We opened our store in August 2015.
With the relationship between store ambience and consumer
purchasing in mind, which features in the store encourage sales? One of
the main things we focused on was the use of strong materials to coincide
with the bold aesthetic of the jewellery. The use of wood and marble
against the jewellery is clear and to the point. The mobility and modular
characteristics are a physical reflection within the store of the layers to the
pieces created by Andrés. All small display pieces allow the jewellery to be
displayed vertically and horizontally, creating a sense of flexibility in the
way the jewellery is displayed. It is not only about displaying the jewellery
but also activating the space.
What is the store design’s ‘wow’ factor? The wooden boxes that
can be pulled out were the key pieces for us. They are the most convivial
and simple but the most impactful. They create a sense of unveiling
for the customer.
Who is the target market and how did they influence the store design?
The Alessa woman is curious, fashionable, vibrant and modern. She is
worldly and connected and looks for great design and craftsmanship.
Our purpose is to offer a luxury jewellery experience through minimal,
versatile and modern designs that are key influencers seen through the
design of the store.
With the relationship between store ambience and consumer
purchasing in mind, which features in the store encourage sales?
The store has an airy aesthetic with pastel tones, soft curves and geometric
golden features where the consumer can shop in a cosy environment.
From custom-made wood furniture and cushioned seats to the beverages
and surprises that we offer – the store ambience is a balance between
minimalistic and edgy, achieved through a mix of organic and natural
materials. We also have a customised bamboo store scent, which is
reminiscent of a journey in paradise, a journey not to be easily forgotten.
What is the store design’s ‘wow’ factor? The artisanal curtain made by
local women from Guatemala. Alessa loves to empower underprivileged
women and helps to provide better lives for them. What this rope curtain
represents is the hard and creative work of artisanal women who Alessa
values, admires and supports.