Gir Design Showroom in New Belgrade, Serbia by Studio AUTORI.

Designed by Yellowtrace favourite, studio AUTORI, GIR furniture showroom in New Belgrade, Serbia opened in 2016 by one of the largest exporters of solid timber furniture in the region of former Yugoslavia, GIR factory from Kraljevo.

The space, worthy of exploration, is a visual delight, if not for its gorgeous timber products and stylish displays, then for the design that sparks curiosity. A new display at each turn keeps the mind inspired and marvelling. Without a doubt, it’s a showroom that aims to satisfy the inquisitive.

Originally a furniture factory, the object of the brief was to create and multi-functional space where visitors could not only view and purchase furniture but also stimulate their creativity and learn the process of manufacturing solid wood furniture.

The architect’s inspiration source was very rationally the factory itself. The way it’s workers move throughout it, the tools that they use and its mobile elements. Specifically designed for the project and its needs, objects made of solid oak and steel bring remnants of the factory into the showroom.

With a strong focus on the showroom’s timber furniture, a neutral colour palette and simplified spatial layout have been planed. A glorious double-height entrance houses the “Experience Zone” where clients and visitors can learn about the furniture’s life cycle, from forestation to the final product. Impressive white curtains provide a flexible space that can be segregated and focused or open and connecting to other realms in the showroom. In this zone, visitors are presented with a unique experience to help them understand the designs that await in the displays of the showroom to come. The entrance is not only an introduction to the factory’s products but also allows visitors to encounter wood in its various forms.

Inviting greenery is scattered through all zones of the showroom, casting shadows of trees and other indoor plants throughout the space, creating an atmosphere visitors feel welcomed in. Bright terrazzo floors with a discreet stone granulation cover the salon, again putting the colours of the solid timber furniture in focus.

In the centre of the showroom is an awe-inspiring spiral staircase. Sculpted out of white steel, it connects the ground floor to the gallery of this 350-square-metre space. Repeated throughout the ground floor and upper gallery, white curtains act as ambient barriers to separate zones, much like they do in the entrance. Also occupying a special place in the showroom are the works by many local artists.

GIR furniture showroom creates a much-needed meeting place for creative forces of Serbia and the region, with networking, rich programming and display of design as it’s primary goal.