luca nichetto wraps beijing tales pavilion in 1,200 brass tubes
luca nichetto wraps beijing tales pavilion in 1,200 brass tubes luca nichetto wraps beijing tales pavilion in 1,200 brass tubes
sep 27, 2013

luca nichetto wraps beijing tales pavilion in 1,200 brass tubes

luca nichetto wraps beijing tales pavilion in 1,200 brass tubes
all images courtesy of luca nichetto




luca nichetto has designed the new beijing retail and gallery space for tales enterprise. the striking volume has a visually dynamic façade in which the italian designer has wrapped the entirety of the structure with 1,200 pieces of brass tubing that appear as ‘grass leaves’. these metallic elements will begin to oxidize and naturally change color over time, merging with the natural backdrop of its site located in beijing lido garden. the tales pavilion is nichetto’s depiction of the young and avant-garde retailer, natural and free, and full of life.


visitors are guided into the interior via a non-linear concrete promenade. nichetto has divided the exhibition space into six delineated volumes, defining each individual area through the application of different materials and colors. the reception and business areas are situated at the centre–covered with elm wood recycled from old houses from hebei province–while the various showrooms of international brands (foscarini, diesel with foscarini, ibride, petite friture, diamantini & domeniconi and seletti) are found off of this central zone.




numerous pieces of brass grass clad the exterior of the volume




the two floors are visually connected through the application of subtle wall colour changes. white plaster partitions and bricks are the basis of the first floor, a neutral background for the furniture exhibition on show. a staircase leading to the upper level purposely downgrades light in order to create a sense of mystery and curiosity. here, the natural essence of the stone blends with dark grey walls. to divide the interior, nichetto has conceived a set of decorative panels which still keep the circulation of the interior open. the exhibition displays of the showcased manufacturers maintain a particular adaptability and flexibility that resembles that of a chinese tangram–triangle displays of different heights can be arranged in different silhouettes, so that the room can be arranged to the owner’s wishes.


the bathroom is custom designed with moroccan hand-made concrete tiles, organized around a decorative pattern. one’s journey through the pavilion finds them ultimately climbing the illuminated staircase which leads to a rooftop terrace that has wooden floors and is protected by the ‘brass grass’ of the façade.


the realization of the ‘tales pavilion’ is to help the brand establish itself on the world design stage, set to become a vibrant complex for creativity. the venue opens september 28th, 2013 at 5pm as part of the 2013 beijing design week program.


tales pavilion
lido garden south gate, no. 6
fan yuan west road
chaoyang district, beijing china




detail of the freely curving metal elements




as part of the 2013 beijing design week (BJDW) design HOP program, designboom hosts a talk with local and international designers, looking at the chinese capital’s dashilar area as a case study to examine how urban planners can both protect an area’s cultural heritage, while revitalizing and redeveloping it. luca nichetto will participate in the designboom talk, alongside matali crasset, michael young and neville mars, engaging in a discussion about the notion of preservation and how it can be applied to such historic sites. the talk is on sunday, september 29th @ 10:30AM and will be hosted at UCCA. for more information about attending the free event can be found here.


design HOP @ UCCA: in conversation with designboom

2013.9.29 sunday 10:30-12:30
speakers: matali crasset (FRANCE), neville mars of DCF dynamic city foundation (NL-BEIJING), luca nichetto (ITALY), michael young (UK-HONG KONG),
moderator: birgit lohmann (editor-in-chief of designboom)
free entrance

UCCA auditorium

ullens center for contemporary art
798 art district, no. 4 jiuxianqiao lu 
chaoyang district, beijing, china
driving directions & map




the façade will begin to oxidize and blend with its natural surroundings over time





the interior exhibition area is divided into six sections, showcasing international design





lofted second floor lookout



the designer has developed a series of linear patterns found throughout the interior





transition areas and partitions that nichetto designed



the vibrant washroom with hand-made moroccan tiles




preparing the brass elements for installation



installing the brass tubing





up close



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