Selfie Room, Au Pont Rouge
Hong Kong based architecture studio Cheungvogl has created an open exhibition retail space around a robotic system within the restoration of the 110 year old iconic department store, Au Pont Rouge in Saint Petersburg, Russia.
The addition of a spa and treatment concept extends the social hub experience of Au Pont Rouge. Inside the spa and treatment areas, one room is dedicated to self-reflection and the art of selfies. The “Selfie Room”, a testing and sample room, creates a stage for visitors to feel like performers, models and directors of the self-image at the same time.
Hong Kong based architecture studio Cheungvogl has created an open exhibition retail space around a robotic system within the restoration of the 110 year old iconic department store, Au Pont Rouge in Saint Petersburg, Russia. The recently completed addition of a spa and treatment concept extends the social hub experience of Au Pont Rouge.
Inside the spa and treatment areas, one room is dedicated to self-reflection and the art of selfies. The “Selfie Room”, a testing and sample room, creates a stage for visitors to feel like performers, models and directors of the self-image at the same time.
The space features a long mirror wall, reflecting in the background is a curved mesh that filters indirect lighting. The light is designed to illuminate the faces perfectly without shadows. Upon entry, visitor experiences a light tunnel with continuous reflections. Animating the self-reflection within the abstract context, one is driven and inspired to act, document and ultimately share the moment. The space merges the online and offline experience of visitors and brands. By sharing the self-image through social media, visitors create 15-minute fame for themselves and advertisement space for the brand within their social networks. In the shared posts, the brand itself is only apparent in the Geotag.
The ‘Selfie Room’ is a physical social media advertising space and a creative playground for self-reflection.
Treatment and Spa
The spa and treatment areas continue the simple materiality of the Au Pont Rouge Galleries, utilizing translucent glass, white resin and metal meshed ceiling.
Translucent fixed and sliding panels are used to define openness and privacy between the scenic city views overlooking Moika River and the centre of the restored historical structure.
Between the city life and the variety of offers and activities in Au Pont Rouge, the spa becomes a retreat from the fast pace - a slow space in between. Inside the tranquility, the changing daylight becomes the only indicator of time.
To engage with the public and customers, the treatment facilities are designed to house a variety of events, such as screenings, workshops, presentations and talks.
Layered interconnected rooms defined by luminous interceptions allow spaces to flow into one another.
The simultaneous visual connections and engagement between rooms and passages change the perception of space to inspire curiosity to learn, observe, touch, and enquire through poetic senses.
The flexible and multi-functional Multi-space invites the public to engage in unexpected programs and events such as workshops, fashion shows, screenings, lectures, culinary functions, exhibitions and art performances, transforming Au Pont Rouge from a niche retail environment into an interactive social and cultural destination beyond its historical meaning to Saint Petersburg.
Completed in 1907, Au Pont Rouge located along the Red Bridge on River Moika was built in the tradition of great European department stores such as Galleries Lafayette in Paris or Selfridges in London. Following the revolution in 1919, the building was renamed and converted into Volodarsky Sewing Factory and in the 1930s, the original cupola was demolished. In 2011, the cupola was reconstructed and the building underwent functional and architectural transformations to restore Au Pont Rouge to its original state as a world class department store in Saint Petersburg.
The external envelope of Au Pont Rouge is restored to its original state. Heavily damaged structural parts, the distinctive art-nouveau staircase, balustrades and windows are restored and repaired to its historical conditions. Original non-structural elements were destroyed or removed over the last century of factory use and abandonment. Heavily damaged structural parts, the distinctive art-nouveau staircase, balustrades and windows are restored and repaired to its historical conditions. Original non-structural elements were destroyed or removed over the last century of factory use and abandonment.
