alberto caiola magnifies the beauty of flowers in shanghai shop

alberto caiola magnifies the beauty of flowers in shanghai shop

part of an emerging new wave of contemporary florists, july’s flowers in shanghai, china, reflects a fresh and edgy counterculture closer to fashion and design than traditional flower arrangements. smashing straight-laced stereotypes, july’s challenges expectations at all levels and alberto caiola designed a shop to match.


all images courtesy of dirk weiblen

the shape of the store turns blossoms into a natural window display



caiola incorporated a spectrum of materials, balancing brushed metal finishes with the natural textures of terrazzo flooring. expansive elements comprising of horizontal and angled mirrors positioned on the store’s celling create the illusion of a much larger space. the effect appears to defy the laws of gravity, amplifying the volume’s height.


a polished metallic finish draws attention, shifting according to the angle at which it’s viewed



in stark contrast, exposed concrete beams reveal the building’s original structure adorned by the flowers that become the store’s natural centerpiece. displayed in clustered pots adjacent to large mirrored dishes, the result is a cornucopia of images, the blossoms reflected ad infinitum producing an intriguing effect.


indoor mirrors seemingly push themselves out of the building



navigating the space, visitors experience a movement of color and shape. a designated showroom area presents a selection of flower-related products, as well as a curated selection of design pieces. built on brilliance and transparency, the display quite literally glitters against the store’s raw concrete background. it is not just the interior of july’s flowers that seeks to disrupt the relationship between conventional and contemporary, but also its facade.


a flower explosion



the store stands out from its traditional residential context, since its polished metallic finish draws attention by shifting according to the angle at which it’s viewed. at the same time, indoor mirrors seemingly extend out of the building, bouncing both natural and artificial light, which creates an enticing and inviting storefront. breaking barriers of tradition, expectations, and perception, caiola’s interpretation of july’s flowers defines shanghai in full bloom.


mirrors positioned on the store’s celling create the illusion of a much larger space


the flowers are displayed in clustered pots adjacent to large mirrored dishes


the store’s material palatte balances brushed metal finishes with the natural textures of terrazzo flooring


thedesignated showroom area presents a selection of flower-related products


angled mirrors on the ceiling


a neutral terrazo contrasts against the colorful flowers


the colored reflections contrast against the monochrome street context



project info:


designer: alberto caiola

client: july’s flowers

location: shanghai, china

size: 50 sqm

date completed: 2017

photography: dirk weiblen



designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.


edited by: cristina gomez | designboom

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