Commercial Project
The project asked for a commercial showroom for furniture designer and TAMART founder, Amos Goldreich.
Design BriefHis practice operates at the crossroads of archival research, material exploration, and contemporary production. On a daily basis, this involves a balance of focused design work, client meetings, material and product displays, and the continuous curation of a vast family archive that informs new projects. The live/work space must accommodate all these functions without allowing any single aspect to overshadow the others.
❋ Studio Workspace❋ Ways to showcase furniture❋ Area for ArchiveThe story behind Tamart felt deeply personal. A promotional film showed the chair accompanying someone through different moments of everyday life, which I interpreted as a reflection of Amos Goldreich's relationship with his late parents. Through the objects and designs they left behind, their presence continues to accompany him—offering comfort, connection, and a sense of continuity as he carries their legacy forward.
The concept, Holding Presence, was rooted in the enduring influence of his parents, the environment translates their support into a series of spatial experiences. The design bridges past and future, creating a living expression of legacy, continuity, and belonging.
The brand’s emotional essence inspired a theatrical showroom concept that feels more like a gallery than a retail space. Furniture is displayed within curated “scenes,” inspired by the YouTube video, to showcase its versatility and the stories it can support, with focused lighting creating moments of drama and reflection.
To honor the brand’s origins, the rear wall functions as a gallery displaying the original furniture pieces created by Amos’s parents, celebrating the legacy that continues to shape the company today.
When developing the atmosphere of the space, I wanted to honor the mid-century heritage of the furniture while exploring ways to present the pieces beyond the minimalist settings they are often associated with.
To achieve this, I introduced a palette of blues, reds, dark woods, and lighter timber finishes, creating contrast, warmth, and visual richness throughout the interior. Lighting was used deliberately to enhance the experience, with each curated "scene" receiving its own focused illumination. This approach creates moments of drama and draws attention to the different narratives unfolding within the space. Positioned above the archive, the gallery wall functions almost as a shrine to the founders' legacy. Displaying original furniture pieces designed by his parents, it serves as both a focal point and a tribute, ensuring their work remains present, celebrated, and woven into the story of the company.
