Hamama showroom

Imagine yourself in a gloomy forest with growthy plants and trees with big trunks. This is the place where we wanted to live since we were little children: this is the idea of Hamamà.

Shopping is an everyday cultural act, it is inevitable and taken for granted. It can be a “Dantean voyage into hell” or a “redeeming ceremony” or even an extremized choreography.
As in every project, we asked ourselves some questions:
In which kind of space we spend our time during the processes of shopping?
What’s the quality of feelings that we get in a commercial area?
What kind of feeling do we receive from a display installation?

We took a simple and dark storage building in a commercial area of Tel Aviv and we designed the place with 81 hydroponic cylinders, 4.6 m high and with Scandance and Fotus plants inside.
Through directional lights, which illuminate the elements of the exposition, we created a bright atmosphere.
This simple cylinders device, thanks to the growing plants, immerses over the time the customer in a green path; a noticeable indoor forest, where the observer discovers, as part of an experience, different brands (Flaminia, Xilo 1934, Makro, Aperto) in hidden niches.

Here in Hamamà our goal is a new coalesce between the continuous process of growth of a forest (something that usually our senses cannot catch) and a closer, intimate relation with the products placed in the space. Micro-events made of sounds are created by the customers themselves while walking next to the long silver screen on the main wall. Their movements, their steps and gestures produce the sound of water in a river.