hong kong-based architecture studio cheungvogl has added a ‘selfie room’ to its recently completed exhibition and retail complex inside saint petersburg’s ‘au pont rouge’ department store. the new spa and treatment concept continues the simple materiality of the scheme, utilizing translucent glass, white resin, and metal meshed ceiling. translucent fixed and sliding panels are used to define openness and privacy between external city views and the restored historical structure.

cheungvogl selfie room
all images courtesy of cheungvogl

 

 

inside these spa and treatment areas, cheungvogl has dedicated one room to the art of taking a personal portrait. the ‘selfie room’ forms a venue for testing and sampling, with a stage that allows visitors to feel like both the model and the director of their self-created image. the space includes a long mirrored wall, which reflects a curved mesh that filters indirect lighting. the volume is designed to illuminate faces without shadows.

cheungvogl selfie room
a stage allows visitors to feel like both the model and the director of their self-created image

 

 

upon entry, visitors experience a light tunnel with continuous reflections. ‘animating the self-reflection within the abstract context, one is driven and inspired to act, document and ultimately share the moment,’ explains the design team. ‘by sharing the self-image through social media, visitors create 15-minute fame for themselves and advertisement space for the brand within their social networks.’ in this way, the ‘selfie room’ becomes a physical social media advertising space as well as a creative playground for self-reflection. see designboom’s previous coverage of the project here.

cheungvogl selfie room
the new spa and treatment concept continues the scheme’s simple materiality

cheungvogl selfie room
translucent glass, white resin, and metal meshed ceilings have been sued throughout

cheungvogl selfie room
sliding panels are used to define places of openness and privacy

cheungvogl selfie room
‘au pont rouge’ was built in the tradition of great european department stores

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