MAD projects simulations of people on LED screens inside roca beijing gallery

roca bathrooms have opened their new showroom in dongzhimen, beijing, designed by MAD architects. clad with an all-glass façade, the gallery is a two storey space that opens up to its urban setting. behind this double-height glazing, the interior walls of both of the gallery floors are composed of a screen of LEDs and become the highlight and façade of the gallery.

in designing the sixth of roca’s global galleries, MAD has joined a series of renowned designers, such as zaha hadid architects and charles ferrater, who have designed galleries for roca in the past. the innovative use of multimedia allows silhouettes and images of people to be generated and give the illusion of the interaction with the real life products on show. these vibrant glimpses into projected realities and capture passersby attention as they walk past the glazed retail space. in turn, an atmosphere that is a fluid mixture of light, movement, and people is created.

the images shown on the screens, such as simulated depictions of people using the showrooms, seemingly unaware of their visitors or any observation, playfully connects the roca beijing gallery’s internal spaces. additionally, dynamic images of nature, weather and seasons can be used to transform the showroom into a different character and influence a constantly changing setting for the products on show.

‘I hope that the roca beijing gallery can become a positive, vivid corner of the urban community, connecting people and city in the simplest way,’ says ma yansong, mad architect’s founding principal

the multimedia surface is intended to provide spectators accessible, vibrant glimpses into projected realities

the showroom is located in beijing’s dongzhimen area

the interior walls of both of the gallery’s floors are finished with a screen of LEDs

MAD joins a series of renowned architects in designing the sixth of roca’s global galleries

realistic projects of people are simulated to interact with the roca bathroom products

the interior walls of both of the gallery’s floors, finished with a screen of LEDs, become a new façade for the city

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