Iconic crystal brand Moser celebrated its 160th anniversary with the opening of a monumental concept store in Shanghai. With its large mirrors and brass columns, the flagship celebrates the simplicity of forms and beauty of materials. To carry out this project, the brand chose creative Franco-Chinese duo, MVW.
Simplicity of forms
Founded in 2006 by French architect Virginie Moriette and Chinese designer Xu Ming, Studio MVW is a multidisciplinary design office that works for many European luxury brands with a presence in China, as well as on other innovative concepts.
Recognised for its ability to blend Western and Eastern influences, Studio MVW was inspired by traditional cross vaults, typical of Czech architecture, when designing this setting. The exhibition spaces are thus divided by the long, soft and round curves of the brass vaults, which bring a minimalist, graphic dimension to the space as a whole.
Beauty of materials
For this flagship, Studio MVW used noble materials that echo the preciousness of crystal. There is stone on the floor and ceiling, gigantic crystal chandeliers, and brass, as well as large mirrors that create unexpected and elegant reflections.
The exhibition furniture reinforces the contrasts, with the brilliance of the stucco being nuanced by the opacity of the black mirrors. The result is a space that, endowed with a singular, almost intimidating beauty, appears to reveal the fragility of crystal.