African Design Magazine March 2017 | Page 26

conceptualise a showroom space that would look at the flooring purchasing process in a completely new way ,” explains Paul Kraus , MD & Founding Partner ITI . “ The client wanted us to consider the experience from a customer point of view and also consider the professional client ( designers / architects ) as a key aspect . Belgotex was very clear that this should be more than a run of the mill showroom – they wanted something world-class to showcase their brand and truly put flooring first .”
“ The idea behind the new showroom was to put flooring first . It ’ s such an integral aspect of any space and it is often overlooked until the end of the design process ,” adds Colle . “ Flooring has such a huge impact on the aesthetic and sensory impression of a space , that starting with it first is a more human , tactile approach .” Previously an empty shell in a new build as part of the Matrix Building in Century City , the ground floor is 322m 2 , including back of house , boardroom and office space and a 19m 2 mezzanine workspace is .
The space is inspired by life lived close to the ground as in Japanese culture . This informs a design concept characterised by horizontal planes and facets , where the flooring is elevated and honoured for its integrity . The showroom has been conceived of as somewhere more like a public space , where you can pause and spend time being inspired , rather than just transacting . Because of this , the Belgotex products are displayed in such a way that they can be appreciated and can spark creativity – from the “ gallery ” approach to textile concepts to the bespoke plinth displays showcasing the different ranges .
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