Precise jewel casket: a small space has apparently been vastly expanded by using reflective surfaces. And it has been greatly enriched by judicious use of fine materials and detailing.

JEWELLERY SHOP, WEST END, LONDON ARCHITECT GUMUCHDJIAN ASSOCIATES

The jewellery shop on Conduit Street is the third designed in London by Philip Gumuchdjian for Van Peterson, and heralds more shops planned for Tokyo, New York, Paris and Geneva.

Measuring 30[m.sup.2], it is a tiny space; but is made larger by reflective surfaces -- by wall mirrors and a light diffusing ceiling in stretched fabric. Gumuchdjian's talent as a miniaturist (already seen in design of a studio in southern Ireland, AR April 2002) is revealed here in the exquisite craftsmanship that echoes that of the jewellery, in the quality of light and texture and in evident pleasure in materials. He wanted, he says, to avoid the stereotype of the white box that continues to dominate retail design, and that 'looks as if it were produced by machine'; brass, suede, dark wood and pale limestone, used sparingly, create an impression of sensuality that is all the more seductive for being restrained.

Externally, the original brass-framed window was retained and cleaned. Inside, the suedecovered walls of soft green provide a background for display cases composed of sheer glass panels and elegantly detailed (as are the floor-based ones). A massive marble panel, back-lit to bring out its wonderful fibrous patterning, is counterpoised to the more subtle variations in the limestone floor. Gumuchdjian's manipulation of materials, light and texture transforms experience of a small box with such reticence that it is the details you notice first -- the jewellery and the delicate feminine stands, designed as one-dimensional heads and hands by the Japanese graphic designer, Massako Ban.

RELATED ARTICLE: Architect

Gumuchdjian Associates, London

Photographs

Chris Gascoigne/VIEW