yinjispace

INTERIOR
X. Design Studio | Xu Xiao
PHOTOGRAPHY
Yangfan
EDITOR
Gina
Collection

In Foshan, the HD Matt Tile Showroom is unveiled not as a conventional exhibition space, but as a spatial narrative carved through interior architectural techniques—with undulating steps, semi-partition walls that frame glimpses of what lies beyond, and corridors that stretch into visual infinity. Because HD Matt Tile is dedicated to recreating natural textures—cement, lime stone, rock, sandstone, wood grain, and marble—into the very details of every product, designer Xu Xiao resolved to keep the space soft, comfortable, and true to materiality itself, allowing both products and space to retain a breath-like, natural warmth.

Drawing inspiration from the game *Monument Valley*, the design team employs optical illusions and interlocking geometric volumes. Through reserved white spaces, translucent natural light, and deliberately placed resting nodes, they guide visitors through different spatial scenes and emotional shifts as they wander. In this showroom centered on matt tiles, they aim to present an exterior that is stark and crisp, yet within, a profound sense of ease.

“We never want visitors to be surrounded by products the moment they step in.” Guided by the logic of progressive emotional transition, the space is clearly divided into a front experience zone and a rear exhibition zone, creating a gradual and layered visiting rhythm.

As the emotional entry point to the space, the front area downplays commercial display attributes and prioritizes a relaxed experience and social functions. The space retains dual-aspect natural lighting, complemented by thoughtful design and selective double-height volumes, which enhance the interior architectural spatiality while avoiding a sense of congestion during group gatherings. It flexibly accommodates diverse scenarios such as brand events, visitor receptions, and designer exchanges. Meanwhile, the distributed tea rooms, lounge areas, and workstations cater to different needs—from light consultations to in-depth discussions.

The rear zone focuses on product display with a winding and staggered circulation layout. Continuous turns break the monotony of long corridors and relieve visiting fatigue, while intermittent rest nodes transform cursory sightseeing into immersive appreciation, enabling in-depth dialogue between visitors and the brand. Maximizing the use of wall surfaces while meeting the client’s demand for large-format product displays, the team optimizes the spatial rhythm according to scale constraints. The arrangement breathes dynamism into dense exhibits, perfectly balancing display efficiency and spatial aesthetics.

At the core of the space, the circular spiritual theater becomes a pure spiritual space. Through carefully placed gaps and framed views that offer glimpses, it guides spatial perception and heightens the contrast of scales; it arouses visitors' curiosity, allowing the space to maintain a sustained allure between the known and the unknown. In the interplay of compression and release, the product story is silently narrated through the space. Projecting footage of primitive mountains and stone textures, the zone breaks free from rigid product promotion. It traces the natural origin of stone materials, offering visitors a tranquil corner to perceive texture aesthetics and spark imagination — endowing the brand space with profound humanistic value beyond commercial functions.

“A showroom exists for products, yet products should never be merely on display.” Selected from HD’s earth-toned matte tile series, one uniquely vibrant stone slab is customized into a framed art piece and positioned at the core of the spiritual zone. The dual sensory contrast of vision and touch creates a lasting brand impression.

Another circulation route from the front area to the back area is a passageway originally over 9 meters long, built using just a single product. The designer deliberately narrowed the width and connected it to the second floor, utilising the principle of infinite reflection from the mirrored surfaces on both sides to extend it into a visually endless tunnel of time and space. With no soft furnishings or decoration, it allows visitors to purely experience the texture and variations of this product. From that point on, the product is no longer a static backdrop, but the protagonist that flows with the movement of the viewer's gaze.

Three distinctive spaces respectively prioritize imagination, perception, and contemplation, jointly constructing a spiritual dimension beyond functional display. Blended with rigid geometric volumes and raw concrete textures, they redefine contemporary tile exhibition design. Rather than acting as a mere product warehouse, a premium showroom serves as a cultural landscape that carries emotions, resonates with audiences, and conveys brand values.

The elegance of HD matte tiles stems from reverence for the inherent authenticity of materials. Centering on textures and taking space as the carrier, the design amplifies the original beauty of matte tiles through refined color matching, precise lighting control, and scientific scale calibration. The design adopts a visually tense spatial expression. Exposed concrete columns and original beam structures form a rugged industrial framework, while dark display walls deliver a gallery-style solemn backdrop for exhibits. Neutral warm lighting accurately restores the authentic texture of matte tiles. The rigid spatial base precisely sets off the soft, relaxing experience of wandering inside.

Following gallery exhibition logic, dark matte backgrounds highlight the natural texture layers of earth-toned tiles and focus visitors’ attention on the products. Carefully selected colorful soft furnishings and art installations add subtle vitality, striking a perfect balance between authentic texture presentation and refined brand temperament.

Brand DNA is fully translated into spatial language. The curved logo integrated with deformed “H” and lowercase “d” is embodied as hollow openings on the double-height wall, forming a visual anchor connecting the upper and lower floors. The front door handle adopts the shape of “H”, while the rear door handle draws on the contour of “d”. These subtle brand implantations build sincere and tangible bonds between the space and the brand.

Designer Xu Xiao hopes that this project can break free from the limitations of traditional ceramic tile showrooms that merely sell products. Relying on natural lighting, staggered circulation paths, and diverse spatial scenarios, the showroom is endowed with the ability to facilitate emotional transitions, turning visitors' journey through the space into a relaxed aesthetic experience. While showcasing the product's tangible texture, it also conveys the brand's aesthetic attitude and humanistic essence.

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