Beaugrenelle Shopping Mall by Agence Search
French architects Agence Search have won a competition to design a Paris shopping mall with proposals involving giant elliptical lattices. The five-storey-high, egg-shaped structures will define two atriums located at opposite ends of the shopping centre. Escalators and footbridges will pierce holes through the suspended structures. The architects drew inspiration for the project from the conceptual cenotaph that architect Étienne-Louis Boullée designed for scientist Isaac Newton over 200 years ago.
In today’s increasingly competitive environment, the architecture of shopping malls has come to play a fundamental role in their commercial success. Architecture can distinguish the shopping environment to create a sense of specificity, of differentiation. Space can become a brand. The New Beaugrenelle Shopping Mall program set the stakes to develop an existing space by transforming two atriums into a site with “Wow Effect.”
Atrium entrance sequence
The entrance sequence is spectacular. The visitor is taken in by the volume, by a spatial configuration that is at once singular and majestic. The lattice work structure that inhabits the central volume is visible from the building’s façade. It attracts the shopper, and once inside draws his or her eyes up to the light and shops above, and down to the event space below. The visitor’s first perception goes beyond the scale of the building, to encompass its referential universe, its status, and its identity.
Lattice
The lattice work structure materializes an envelope that defines the central space, and transforms it into an inhabited volume. It enables the interior design to refrain from modifying the existing architecture, while all the while entering into a dialogue with it on a large scale. The wooden lattice invokes warmth, sobriety and elegance.
E-commerce
The interiors project for the New Beaugrenelle Shopping Mall takes into account the transformations affecting our contemporary shopping experience. Facing the development of e-commerce, the shopping mall must affirm its singularity and specificity to maintain and improve its dynamic status. According to the “fun shopping” movement, we know that stores today must seduce buyers by transforming their commercial space into zones of conviviality and entertainment. The addition of footbridges that pierce the lattice structure and span the atrium creates novel spaces where multimedia and other recreational programs can develop.
« Wow Effect »
The two atriums of the Beaugrennelle shopping mall create a “Wow Effect.” In keeping with the client’s desires, they constitute an extraordinary spatial experience. Surprised and seduced by these singular architectural objects, the visitor is transported, becoming one with the volume.
Source: Dezeen
Related links: Agence Search Architects
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