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Haitham Abdelrehim

Park St. West, Egypt · Retail · Alchemy Design Studio

Mise En Scene

Merchandising treated as staging: saturated blocks of colour, exposed services and lighting that turns each bay of the shop into a scene.

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Location
Park St. West, Egypt
Sector
Commercial
Scope
Concept proposal — interior design, art direction, FF&E and lighting
Status
Concept proposal
Role
Design lead

The project

The concept takes the name literally. The shop is composed as a set: saturated colour blocks define the bays, services are left exposed as part of the scenery, and lighting is theatrical rather than ambient, so that garments are staged rather than stocked. The sequence runs from the shopfront through the display floor to the fitting rooms, each treated as its own scene with the same palette.

The proposal covered the interior architecture, FF&E and lighting as one package, so the staging reads consistently from the shopfront to the fitting rooms.

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“Merchandising as staging.”

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What I did

  • Led the concept proposal
  • Set the staging concept, colour blocking and exposed-services language
  • Directed FF&E
  • Developed the lighting concept as part of the design

Colophon

Location
Park St. West, Egypt
Sector
Commercial
Typology
Retail
Scope
Concept proposal — interior design, art direction, FF&E and lighting
Status
Concept proposal
Role
Design lead