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Hamama

Paritzki & Liani transformed an old dark warehouse in Tel Aviv in a white space full of plants – a gloomy forest as the one dreamed in their childhood.

Imagine yourself in a gloomy forest with groundlings 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 Hamama, greenhouse in English.

Shopping is the 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 extreme choreography.

We took a simple dark storage building in a commercial area in Tel Aviv, and we designed the place with 81 hydroponic cylinders, 4.6 m high and with Scandance and Potus plants inside.

Through directional lights, which illuminate the elements of the exposition, we created a bright atmosphere.

This simple cylinders device, thanks to the growth of the plants, immerses the customer in a green path; a noticeable indoor forest, where the observer discovers, as part of an experience, different brands in hidden niches. We located on the first floor studios for architects and designers. The product and architectural offices serves each other professionally and economically.

In Hamama, the project’s goal is a new coalesce between the continuous process of a growing 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.