VZ Shop

“Silence” in regular language means absence of sounds. But this word comes from «silere”, which refers to a sense of stillness, the complete lack of movement or noise, timeless virginity of things and eternal and soundless kindness and clearness.From the very beginning we worked in this project having in mind this concept and we also worked with the real meaning of “neutrality”, something that seems to be always in our search. In this particular case, our clients came with some ideas that were much related to some works we were doing at that moment. But this time the challenge was not easy: we have to build a new 300 square meters three levels storey shop for a very refined and sophisticated product in a splendid old building on Santa Fe Avenue, one of the busiest avenues of Buenos Aires, jammed by local people and touristsNeutrality was our way of trying to insert our Project in the building itself, and to have a good relationship with our neighborhood .In this way we make an effort to try to eliminate any stylistic allusion or reference in order to try our best to make the product, instead of architecture, to be the main character of the place. Working with just one color, lots of light, transparencies and indeterminate limits that give a footing feeling, helped us to give clients a stronger perception of the different products.

Light is nearly the only thing that attracts people attention, the rest is done by the products themselves and its packaging. In this way we proposed our client that they should not have these jewel-like products on the walls , the walls should as empty as possible , the products should be in constant interaction with shoppers. Some “light cubes” were the appropriate solution to make this idea effective. We did not need to use big graphic displays, the whole storefront is glazed so unaware passersby can see what is happening inside and also be part of the scene.