zu-studio's optical showroom in antwerp is designed like a piano

zu-studio’s ‘imagine polette’ antwerp showroom

Continuing their fast-growing journey into revolutionising the optical industry, polette unveils a new interactive, state-of-the-art showroom designed like a piano, in the heart of Antwerp, Belgium. Following the success of their earlier Paris showroom completed in February 2022, the optical company now collaborates with Amsterdam-based architectural firm zU-studio to bring their playful, exhibition-like retail concept to Antwerp. Aptly entitled ‘imagine polette’, the project’s concept is centred around a song, in particular, John Lennon’s famous ‘Imagine’, and the hope to connect people. After a two-year-long period of social disconnect, where social interactions were non-existent and tensions were prevalent, Pierre Wizman, co-founder of polette, and Javier Zubiria, founder of zU-tudio, wanted to build a place to foster connection and creativity. A unique retail space where people can not only shop, but also interact with one another.

large keyboards line the walls to shelve the objects and allow visitors to play music

all images by polette photography team

A musical instrument within which you can shop

Wizman and Zubiria seek to build this reconnection via the art of music. When entering the luminous new Antwerp showroom, visitors are met with two giant piano keyboards, represented by 88 keys lining each of the two side walls. The white keys are composed of floor to ceiling mirrors, opening up the space and creating a feeling of infinity, while the black keys, now white, display polette’s optical and sunglass collections on inbuilt shelves. A sensor connection within each piano key invites visitors to collaborate, create and interpret the perfect song. A light signal indicates when to press the designated key so that people – whether they are visiting alone or with a group – can all play together in perfect harmony.

‘This space is a tribute to peace, love and unity, and it will be the first one in the world where people will be able to play a song using the furniture, that will also act as shelves to display the product. I imagined this place as a temple, a moment in time where, not only you are here to shop but also share an instant.’ states the founder of the Dutch architecture studio. At the center of the store sits a large white squared bench, a nod to John Lennon’s infamous two-week-long ‘Bed-ins for Peace’ protest, where visitors can observe and experience the space. The ‘imagine polette’ Antwerp store is topped by a large piano lid-shaped sculpture that suspends lowly from the concrete ceiling, bevelled through the entire 20-meters-deep showroom.

the bright room is a space for people to reconnect via the art of music

the music concept derives from John Lennon’s famous song ‘Imagine’

the suspended piano lid sculpture is the most striking feature of the space

concept drawings show how the design elements allow people to play an instrument together

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a sensor connection within each piano key invites visitors to collaborate, create and interpret the perfect song

Pierre Wizman and Javier Zubiria wanted to build a place to foster connection and creativity

the white squared bench is a nod to John Lennon’s infamous two-week-long 'Bed-ins for Peace' protest

the sidewalls are lined by piano keys, and a piano lid sculpture hangs from the ceiling

concept sketches show references to music throughout the imagine polette showroom

project info:

name: imagine polette Antwerp
designer: zU-studio architecture

concept: Javier Zubiria and Pierre Wizman

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

edited by: ravail khan | designboom