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Exploring my Jewellery Store: MODE

Chelsea College of Arts Unit 7: Retail Project w/ History & Theory

‘The New Modern’ by Irenee Scalbert and 6a Architects






My Jewellery store; explores the ingenuity of bespoke/ 3D printed technological jewellery as well as an atmospheric digital experience that attracts customers inside our retail space. This one-minute video explores a ‘digital journey’ by reflecting binary/ QR codes and barcodes projected onto the white walls of the store. The video is taken by projecting these videos onto a sketch model of our jewellery store found in Lancer Square.




In our History & Theory lectures, the essay ‘The New Modern’ by Irenee Scalbert and 6a Architects explores connections between the ‘new modern’ and digital narrative.  Their work fits with the poetics of architects such as Tony Fretton, Caruso St John and Sergison Bates who, in the work of Alison and Peter Smithson, find their point of reference. The book traces an architectural approach avoiding style, signature, theory and even concept in favour of metis, an ancient form of intelligence combining “flair, wisdom, forethought, subtlety of mind, deception, resourcefulness, vigilance, opportunism, varied skills, and experience.” The Jewellery store; explores the ingenuity of bespoke/ 3D printed technological jewellery as well as an atmospheric digital experience that attracts customers inside our retail space.   The first floor is used to attract customers inside to see the ‘museum’ like displays of our tube walls with fibre optics shining through the space. There are few platforms in the store resembling the workshop areas, sitting and consultation areas. The common space is the area to recap/ watch and purchase jewellery. Tom Emerson and Stephanie MacDonald doesn’t deny the past or try to be modern at all costs even though they have a sense of obeying the environment before rewriting the space according to the narrative form. 



1 min video of projections onto model of the store

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mina@dagbasi.com

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