Silver Interior Space and Exhibition Design · 2023
Tick Tock Watch Gallery
by Omid Majdtaheri and Sara Golzarroshan
- A' Design Award 2023 Silver Winner in Interior Space and Exhibition Design
- Awarded April 15, 2023
- Estimated Number of Design Views: 15,728
- Verification code 544E1CF8FB · Verify this award
About Tick Tock Watch Gallery
The design of Tick Tock Watch Gallery located in Yazd, Iran, in a small space with an emphasis on a simple, low-cost, and modern visual effect, was a special experience. This gallery is the narrator of a game that ceased in time. The primary concept has been inspired by the Tetris game. Shapes that are placed on top of each other create random shapes. Unlike the game, here, boxes with the same dimensions, but a change in their directions, are put together, and that can change their function: Like changing the hands of the clock within the day, which leads to a change in the function of users.
Press Kit
- Unique Properties
- The design of this gallery with emphasis on a simple but different display, low cost, and modern visual effect, was a special experience. This project is based on providing an experience of being in an entertainment place. In other words, this gallery is the narrator of a game ceased in time. That is to say, in a formal and playful look, we put the user in a playground where the game has already started and is supposed to be continued by the user without realizing it.
- Dimensions & Packaging
- Width 3200 mm x Depth 2800 mm x Height 2400 mm
- Tags
- Tick Tock, Watch, Gallery, Conceptual Design, Module, Form, Iran, Yazd
- Production Technology
- This gallery is located in Yazd. An area where there are many clays block-making factories. Blocks which are sometimes square and have the same dimensions. This made us to choose clay blocks due to their abundance, reasonable price, and modularity. However, such material with neutral color needs an inverse complement. Choosing a native plant leads to a good feeling.
- Design Challenge
- In the modern world, inhabitants of Yazd are obsessed with ups and downs. Our intention was to provide a space to separate people from these bustles. With a close look at the composition of Yazd urban plan, we can witness a formal approach to its context. This, however, has become less prominent, and perhaps this neglect has caused the indifference among people. Thus, staying away from city distractions is possible by being in an environment derived from the traditional architecture of Yazd.
- Project Duration
- Tick-Tock gallery is a conceptual (futuristic design) located in Yazd, a historical city in the center of Iran.
- Operation Flow
- This gallery is the narrator of a game ceased in time. In fact, in the project square boxes with the same dimensions, but a change in their directions are put together, and the user can change the function of each box. For example, one box is a place for keeping plants, another is a place for exhibiting watches, and other boxes have other functions according to the design of the user.
- Research
- During this project, we tried our best to free the citizens from the hustle and bustle of city life by creating a formalistic space derived from the architecture of Yazd. This prompted us to take a closer look at the composition of the city and create a modular with a simple collage of its urban plan that reminds us of the traditional houses with courtyards. Modules that are the same size and are placed next to each other. Thus, while entering this space, the user feels like a plan of Yazd in the modern world with a taste of the past.
- Inspiration
- The primary concept of this project has been inspired by the Tetris game. Shapes that are placed on top of each other arbitrarily or sometimes randomly create a random shape. However, unlike the Tetris game, where different shapes are put together, in this gallery, square boxes with the same dimensions, but a change in their directions (rotation), are put together, and that can change the function of each box.
- Image Credits
- Image #1: CG Artist Omid Majdtaheri, Tick-Tock, 2022.
Image #2: CG Artist Sara Golzarroshan, Tick-Tock, 2022.
Image #3: CG Artist Omid Majdtaheri, Tick-Tock, 2022.
Image #4: CG Artist Sara Golzarroshan, Tick-Tock, 2022.
Image #5: CG Artist Omid Majdtaheri, Tick-Tock, 2022.
Colors of Tick Tock Watch Gallery
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Grand Interview about Tick Tock Watch Gallery
The Tick Tock Watch Gallery design creatively incorporates the Tetris game concept to foster curiosity and interaction, transforming the space into a playful and engaging environment. Modular square boxes with uniform dimensions but varied orientations serve multiple functions—displaying watches, housing plants, or creating focal points—inviting customers to explore and interact with the space. The nostalgic reference to Tetris adds an element of fun and imagination, encouraging visitors to view timepieces as part of a larger, dynamic narrative. By seamlessly blending this playful approach with the architectural essence of Yazd, the design offers cultural depth and emotional connection, making the gallery a unique destination that combines creativity, functionality, and cultural heritage.
The Tick Tock Watch Gallery design draws inspiration from Yazd's rich industrial heritage and traditional architecture, particularly its historical clay block production. By integrating locally abundant, sustainable clay blocks into a contemporary design, the gallery bridges the past and present, blending traditional craftsmanship with modern aesthetics. The modular clay blocks, with their neutral tones, ground the gallery in its local context while creating a playful and tactile experience that reflects Yazd's architectural language in a minimalist form. This material choice reinforces the gallery’s identity as both a cultural and innovative space, aligning with sustainable and cost-effective goals. The result is a design that honors heritage while embracing modernity, making the gallery a unique fusion of tradition and contemporary design.
The Tick Tock Watch Gallery's design explores the interplay of time and timelessness, blending the dynamism of a retail space with the serenity of "suspended animation." This duality invites visitors to pause and reflect, stepping away from the fast-paced world into a mindful environment. Watches transcend utility, symbolizing moments of stillness and encouraging deeper connections with time. This approach transforms the gallery into an experiential journey, where visitors become co-creators of the narrative, forging meaningful bonds with the brand, its products, and the design philosophy.
The concept of rotating square modules in the Tick Tock Watch Gallery addresses the need for a dynamic, multifunctional space that balances simplicity and versatility. Uniform square modules with rotational flexibility were designed to adapt seamlessly to various functions—displaying watches, serving as planter boxes, storage, or seating—without altering their core form.Experimenting with configurations revealed unexpected possibilities, such as modules serving dual purposes or enhancing aesthetics through the interplay of light and shadow. This adaptability maximized the gallery's compact footprint and encouraged creative user interaction. The modular design also allows for easy reconfiguration, ensuring the space remains fresh and engaging for displays or events. These rotating modules embody the gallery's philosophy of simplicity paired with limitless potential.
Balancing Yazd's traditional architecture with the needs of a modern retail space in the Tick Tock Watch Gallery involved thoughtfully merging heritage with innovation. The design draws inspiration from Yazd’s modular urban fabric, reinterpreting its iconic courtyards and layouts through the use of square clay blocks. This approach creates a sense of familiarity and grounding while maintaining a contemporary aesthetic.Using locally abundant clay blocks, a material deeply tied to Yazd’s heritage, bridges the city’s industrial past with modern sustainability. This integration honors tradition while meeting the functional and aesthetic demands of a dynamic retail environment, creating a space that resonates with both history and innovation.
Through the gallery's adaptable design, users are empowered to discover new possibilities within the space even after its completion. The modular elements, combined with the inclusion of native plants, allow for continuous reinterpretation and personalization of the environment. For instance, the owner might later decide to incorporate native plants into the design, exploring their potential to enhance both the aesthetic and functional aspects of the gallery.This dynamic interaction between the design and its user ensures that the space remains relevant and responsive over time. The architecture becomes a living system, offering new insights and opportunities as it adapts to changing needs or creative visions. The interplay of biophilic elements and modularity enriches the design narrative, fostering a deeper connection between the user and the space while maintaining a sense of innovation and evolution long after the project’s initial realization.
The concept of a "game paused in time" in the Tick Tock Watch Gallery redefines traditional retail design by turning the space into an immersive, interactive narrative. This approach goes beyond mere functionality, creating a multi-layered experience that engages customers on intellectual, emotional, and sensory levels. The gallery invites visitors to actively explore and reflect, transforming shopping from a transactional task into a meaningful journey. By encouraging curiosity and interaction, the design fosters a deeper connection between the brand and the customer, making the gallery a dynamic and memorable destination that transcends conventional retail experiences and sparks lasting engagement.
The modular adaptability of the Tick Tock Watch Gallery was a key design strategy to optimize space within the gallery’s limited dimensions. By using square modules with uniform sizes, the space was utilized efficiently, ensuring every inch contributed to both functionality and aesthetic appeal. This flexible system allowed the design to adapt seamlessly to the spatial constraints while maintaining a cohesive visual language.To maximize the vertical space in the compact footprint (3200mm x 2800mm), the modules were stacked and rotated, enhancing storage and display potential. This approach created a dynamic visual experience, drawing the eye upward and making the space feel more expansive than its actual size. This innovative use of verticality ensured the gallery was not only functional but also visually engaging, transforming the compact area into a versatile and dynamic environment.
The success of the Tick Tock Watch Gallery, honored with the Silver A' Design Award, underscores the transformative potential of blending cultural heritage with contemporary design principles to redefine retail spaces. This recognition highlights how a thoughtful design approach can seamlessly bridge the gap between the past and the present, drawing inspiration from traditional architectural elements while embracing modern aesthetics and functionality. The gallery's ability to integrate the rich history of Yazd with innovative design solutions not only creates a unique retail experience but also sets a valuable precedent for future projects in historically significant contexts. This achievement demonstrates the power of design to preserve cultural identity while pushing creative boundaries, offering insightful guidance for designers seeking to craft spaces that are both timeless and forward-thinking.
Tick Tock Watch Gallery stands as an example of how architectural design can seamlessly honor cultural heritage while embracing innovation. Drawing inspiration from Yazd's traditional urban planning, the gallery's design creates a deep, meaningful connection between the past and present, allowing visitors to experience a space where the rich cultural history of the city and modern design principles coexist in harmony. The thoughtful integration of modular clay blocks, along with the flexible use of space, fosters an environment that is both visually engaging and functionally dynamic. This approach not only enhances the gallery’s identity but also establishes a benchmark for future architectural projects that aim to blend cultural significance with contemporary design practices. By merging these two realms, the gallery exemplifies how heritage can be preserved and celebrated while pushing the boundaries of design, offering valuable insights for architects and designers working in historically rich contexts.