DE ROCOCO Neve Tzedek
Peretz Architecture
Lead Architect: Omri Asulin
Photographer: Gidon Levin
The store's location in the Neve Tzedek neighborhood in Tel Aviv was a source of inspiration for the interior design and renovation of the entire building. The four floors of the fashion store of the Israeli boutique brand "De-Rococo" received a creative design adapted to the dimensions of the historic building. Along with preserving the original features of the building from the last century, the character of the floors was strengthened through dynamic lighting that supports the store's activities.
The interior design of the store used furniture and finishing details from the original building that were kept or slightly updated. Also, the interior design of the store was done with the honesty of the material in mind and the use of natural materials. Exposed concrete in the floor and staircase, brass in the hanging rods for clothes and curtains of woven and shed fabrics that produce a tactile and illuminated softness. The shop counter is made of local Israeli Hebron stone that has been processed into an impressive and unique piece of furniture. In the absence of a storefront to the street, the construction of the building was altered to add an arch that invites those walking on the street to enter the store and accompanies the visitors from the front of the building into a series of situations to the display space. The project was done while observing, searching, preserving and highlighting the hidden treasures in the building, these come to life through proper design of the space, use of natural materials and accurate lighting.