Oxette New Concept Store Mytilene

Elli Alexandrou, brand manager of Perideo Group, envisioned a store that would offer customers a completely unique and unprecedented experience. Our firm brought this vision to life by creating a cinematic setting where industrial gray meets pastel green, blending into the illusions created by mirrors at the new Oxette store in the shopping center of Mytilene.

The starting point was respecting the region’s traditional architecture by preserving the brick facade, contrasting with the modern and playful interior. With the appropriate design, we achieved a seamless transition from the traditional exterior to the contemporary interior.

The exterior combines brick with the pastel green hue of the Oxette logo, integrating the store into its surroundings while creating both familiarity and intensity before customers even step inside.

The primary goal for the interior was to highlight a unique visual identity for the company’s jewelry. This was achieved through reflective surfaces and the brand’s color palette. Industrial gray flooring intertwines with the gold and silver tones of mirrors, furniture, and vertical surfaces, all working together to frame and showcase Oxette’s distinctive jewelry.

Meanwhile, pink—the signature color of the subsidiary brand Loisir—marks its dedicated corner.

Mirrors play a starring role in the design. Using large and numerous mirrors, we created an illusion of spatial width and depth, enhancing the space’s luminosity and highlighting unexpected perspectives. The mirrors blur spatial boundaries, creating a mystical ambiance, while serving a functional role by reflecting customers wearing the jewelry.

Curved lines, seen in arches and mirrors, add femininity to the space, complementing the elegance of the jewelry. A pastel green curtain separates the main area from auxiliary spaces, integrating seamlessly into the overall design and amplifying theatricality.

Lighting completes the scenographic design. It alternately highlights horizontal surfaces displaying jewelry and gold-plated vertical surfaces, creating sensuality. Reflective surfaces work with the lighting to enhance the aesthetic appeal of the jewelry, akin to the staged lighting of a theatrical performance.

Reflectivity and curves lend the space an organic quality, defying gravity and evoking a sense of floating. Jewelry is elevated not through stark contrast, but through cohesion with the surrounding space. Gold and silver, core materials of the jewelry, are mirrored in the golden wall surfaces and the silver metallic finishes of the counters, asserting their dominance in the creations. The counter, clad in onyx, adds a touch of natural luxury.

All furniture and jewelry showcases were custom-designed by our firm specifically for this store. These elements incorporate the brand’s logo color palette and further highlight the jewelry as priceless exhibits in a museum.

The customer’s interaction with the space was designed to invite them to delve into the aesthetic world of the jewelry. Lines, color contrasts, reflections, and lighting create a magic box where products find their place before being presented.

Drawing inspiration from the Oxette logo, pop culture, and traditional architecture, we created a mystical experience for visitors. The jewelry remains the protagonist, encapsulating the store’s personality. Thus, the OXETTE STORE has emerged as a pioneering concept store, blending innovative design with functionality to offer an alternative and mystical experience in the world of jewelry.