roca bathrooms have opened their new showroom in dongzhimen, beijing, designed by MAD architects. clad with an all-glass façade, the gallery is a two storey space that opens up to its urban setting. behind this double-height glazing, the interior walls of both of the gallery floors are composed of a screen of LEDs and become the highlight and façade of the gallery.

 

 

in designing the sixth of roca’s global galleries, MAD has joined a series of renowned designers, such as zaha hadid architects and charles ferrater, who have designed galleries for roca in the past. the innovative use of multimedia allows silhouettes and images of people to be generated and give the illusion of the interaction with the real life products on show. these vibrant glimpses into projected realities and capture passersby attention as they walk past the glazed retail space. in turn, an atmosphere that is a fluid mixture of light, movement, and people is created.

 

 

the images shown on the screens, such as simulated depictions of people using the showrooms, seemingly unaware of their visitors or any observation, playfully connects the roca beijing gallery’s internal spaces. additionally, dynamic images of nature, weather and seasons can be used to transform the showroom into a different character and influence a constantly changing setting for the products on show.

 

 

‘I hope that the roca beijing gallery can become a positive, vivid corner of the urban community, connecting people and city in the simplest way,’ says ma yansong, mad architect’s founding principal


the multimedia surface is intended to provide spectators accessible, vibrant glimpses into projected realities


the showroom is located in beijing’s dongzhimen area


the interior walls of both of the gallery’s floors are finished with a screen of LEDs


MAD joins a series of renowned architects in designing the sixth of roca’s global galleries


realistic projects of people are simulated to interact with the roca bathroom products


the interior walls of both of the gallery’s floors, finished with a screen of LEDs, become a new façade for the city

Save

Save

Save

Save

Save

Save

Save

    have something to add? share your thoughts in our comments section below.

    comments policy
    LOG IN
    designboom's comment policy guidelines
    generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
    the correction is at the discretion of the post editor and may not happen immediately.

    what if you disagree with what we or another commenter has to say?
    let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

    - please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
    - please don't personally insult the writers or your fellow commenters.
    - please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
    - please don't include your website or e-mail address in your comments for the purpose of self-promotion.
    - please respect jury verdicts and do not discuss offensively on the competition results
    (there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
    in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
    the best 100-200 entries too.)

    a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.

    PRODUCT LIBRARY

    a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

    architecture news