Take a Look Inside Sigma’s Minimalist Showroom in Shanghai

Summary

• Onoaa Studio designed Sigma’s Shanghai showroom with a “pure as water” minimalist concept
• The space is divided into three zones: Foyer, Crafting and Gallery, promoting transparency and connection to the factory

Sigma‘s Shanghai showroom, designed by Onoaa Studio, is an innovative 500-square-meter space that embodies the Japanese photography manufacturer’s philosophy: “Beyond the technology, is Art”. Located in the Shang Sheng Xin Suo community, the showroom is divided into three interconnected functional zones that reflect the brand’s core principles: “The Ways of Being” (reception), “The Ways of Crafting” (display) and “The Ways of Seeing” (gallery). The design aims to be as “pure as water,” seamlessly blending a minimalist aesthetic with the building’s natural surroundings, connecting the indoor tranquility with the adjacent fern garden.

The reception area sets the tone with a sense of intimacy and restraint. Ceiling heights were lowered to create a foyer-like atmosphere, complemented by neutral materials such as pure white concrete walls, gray-beige handmade brick flooring, and deep blue stained wool fabric on the reception desk. A highlight of this space is the visible product repair room, designed with illuminated ceilings and drawer-lined walls that evoke a laboratory-like serenity. This transparency reflects SIGMA’s commitment to craftsmanship and customer engagement, allowing visitors to witness the meticulous processes behind lens and camera maintenance.

The display and gallery areas further emphasize Sigma’s dedication to artistry and innovation. A three-meter-tall, ten-meter-long lens wall showcases over 100 custom mounts for the brand’s Contemporary, Art, Sports and Cine lenses, while a circular limestone display table echoes the form of a camera lens and symbolizes photography’s ability to capture time. The gallery space, raised slightly to create a sense of ritual, is designed for exhibitions and events, with minimal interventions that allow art to take center stage.

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