LG Hausys' HI-MACS® used for state-of-the-art furniture at the new Beaugrenelle Commercial Center in Paris

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Designed by Brandimage for the Beaugrenelle Shopping Center, the collection of unconventional HI-MACS® furniture is inspired by two functions all shoppers need: relaxation and information.

HI-MACS Beaugrenelle Commercial Center

The 50,000 m2 Beaugrenelle urban mall in Paris spreads across three city blocks and contains some 100 stores. A few of the pieces of furniture were designed in HI-MACS® Solid Surface and its myriad technical properties made it the best material for the project – features like invisible joints, durability and low maintenance – as did its vast selection of original colours and soft invitingly touchable surface.

The furniture twists into shapes, which provide tables, seats and a surface for interactive screens, thus combining information and relaxation areas.

"This dual-purpose built into all the furniture, we conceived as a brand lexicon, a sign of recognition that can morph over time and always stay current," explains Alain Doré, Brandimage Paris Design Director. Made of HI-MACS® new generation acrylic stone, the furniture induces relaxation as it sparks new experiences and creates an interactive space with "screen furniture" that offers both form and function. The key piece is delicate and smooth, and the "assistance shopping" screen provided for shoppers is weightless, aloft, almost floating. Stretching along a row of windows, the sitting area is a red wave made entirely of HI-MACS® designed to shelter relaxing chairs where passers-by can take a break protected from the shopping mall's bustling crowds. The furniture was made by ADJ, a company based in Strasbourg that has specialized in shaping new generation acrylic stone for over 20 years.

About the Beaugrenelle Shopping Center

Brandimage created a concept, the common thread that conveys a persona for the new mall, built as a tribute to fashion and decor. Beaugrenelle is a destination brand that showcases the spirit of Paris, trendy Paris, the Paris of culture, the Paris of fashion, glamorous Paris, and its desire to be the crossroads between culture and commerce. The mall seeks to transcend its retailer role to add a social and cultural dimension. The building designed by Valode & Pistre was conceived as a backdrop for natural light, brand names, services and ease of motion – recurring themes throughout the complex. The venue inspires a closer and more personal relationship with shoppers.

About Brandimage – Desgrippes & Laga

Brandimage is a global consultancy of brand-equity architects and designers that conceives and innovates performance-driven brands. Brandimage is part of SGK's brand development division. Brandimage uses a multidisciplinary horizontal approach to help brands reveal their true identity by developing products, services and spaces that generate a unique experience and a strong human emotional bond.

Project References

Design: BRANDIMAGE – Paris http://www.brand-image.com
Manufacturing: ADJ, France http://www.adj-hi-macs.fr
Photo credit: ©Mathieu Ducros
Materials: HI-MACS®, Alpine White, Fiery Red http://www.himacs.eu

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Mariana FREDES
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