SHE-RA

In collaboration with Tal Nisim / Studio This is IT

Tel Aviv Jaffa, 2019
Size: 45 sqm
Retail

A jewelery store and atelier located in the charming neighbourhood of Neve Tzedek, in the southwest of Tel Aviv-Jaffa. A project of both interior design and bespoke fittings for display, sale and storage.
The store fixtures echo the geometry and eclectic aesthetic of the area, while maintaining a clean and inviting space for customers to view and linger.
Three bespoke display units were designed in wood and steel, with detailing in marble, glass and velvet, to showcase the handmade jewelery and set a soft and smooth backdrop for the delicate pieces.
Steel screens consisting of mirrors and polycarbonate panels, act as movable partitions and add a playful element by creating reflections and repetition. 
A made-to-order counter in pink colored curved wood defines the flow in the store and forms a slight glimpse to the production of a fine jewel; The goldsmiths’ workshop at the store’s rear is open and visible to the customers.
Similarly to the jeweler’s line, the space aims to reflect softness and delicacy, along with sharp and clean lines. Concrete and steel, meet brass, velvet and fine joinery, all together compose the subtle and unique identity of She-ra's store.

Photography: beller