Pure gold of the intellect

The future resides in history: this simple but highly meaningful slogan is well suited to the Salam Stores – Mall of Qatar project in Doha and the philosophy that inspired it. The Pesaro, Italy-based practice Stramigioli Associati was tasked with creating the exterior architecture and interior design project for the entire three-level store extending over a floor space of 7,800 square metres.
Located in an important retail destination in the centre of Doha, the iconic building houses a concept store that combines multidisciplinary excellence to offer visitors a range of visual, tactile and aesthetic experiences.
The architects from Stramigioli Associati commented: „One of the most surprising aspects of Arab history and culture is its architectural focus on closed, hidden external spaces that open onto internal areas filled with life and light. We were struck by a phrase written by 10th-century Baghdadi philosopher Abu Hayyan al-Tawhidi: „Handwriting is jewellery fashioned by the hand from the pure gold of the intellect“. We drew inspiration from a graphic form that is traditionally seen as both art and intellect. This lent significance to our design work and gave a powerful sense of identity and recognisability to Salam Stores.“
This vision took concrete form in a project in which matter creates a new and dynamic sense of space, contrasting powerfully with the geometric rationality of the envelope while at the same time fitting in with it perfectly in terms of its rigorous concept and design. Located on three separate levels, the stores are the result of an original, novel design project, „event-spaces“ where craftsmanship, perception, taste and attention to the quality of materials reflect the philosophy of the respective brands.
In the design of the spaces, the choice of finishings highlights the material focus of the project. The furnishings were custom made, while the floor tiles were meticulously designed and developed in collaboration with Cotto d’Este. Ultra-thin Kerlite porcelain laminate panels were used for the floors on all three storeys of the Mall.
The project can be summed up effectively in the words of the architects from Stramigioli Associati: „Whenever a spatial limit is reached, such as an end wall that blocks the path of someone walking through the building, it is decorated with repetitive motifs that direct the gaze beyond the physical limit of the wall. This symbolises the infinite, boundless world that extends beyond ordinary reality.
„This was the idea we wanted to convey when we envisaged Salam Stores: a large, almost hermetic, calligraphed external shell that draws from tradition for its materials, decorations and content while enclosing an interior world of symbolic details reimagined in a contemporary spirit.“