riyadh's presentedby store immerses you in digital waterfalls

The premium sneaker and streetwear store, Presentedby in Riyadh, designed by External Reference, an architecture firm based in Barcelona and led by Carmelo Zappulla, has recently won two internationally recognized prizes. Located in the capital’s U-Walk, the store echoes the oasis populating the Saudi desert and how water shapes the landscape, both physically and metaphorically. Zappulla translated this impression by first understanding water’s physical morphology and converting it into parametric sculptures and virtual digital simulations. When entering the store, one passes through a programmable water curtain that separates the oasis from the exterior. The programmable nozzle and valve system create a responsive waterfall that opens up an entrance into the interiors. This system springs up again at the store center where a bespoke water printer emits animated water holograms and sculptures, revealing a high visual impact but also refreshing the atmosphere with the sound of falling water.

all images © Presentedby (unless stated otherwise)

Flowing water becomes the method for generating morphological product displays inside the immersive Presentedby store in Riyadh. The lateral displays are sculptural interpretations of cascading water; simulated, falling through the sneakers, water is frozen in time to create 17-meter-long and 3.5-meter-tall display walls on either side of the shop. External Reference (see more here) also teamed up with La Máquina who 3D printed the walls using PLA and PURE.TECH material (a natural mineral compound that neutralizes greenhouse gases by capturing and converting CO2 into inert minerals). The store, ultimately, ‘interprets water in physical, sensorial and digital ways inviting customers to experience this new immersive water dimension,’ says architect Carmelo Zappulla.

External Reference completed the store in Riyadh with water as inspiration

Pebble flooring creates a strong synergy with water and its context. Animated water is projected on top of it creating the sensation of depth, and as shoppers walk inside, the content interacts and plays around their feet. Approaching the cash desk counter, an array of screens simulates digital cascades completing the immersive experience. A subtle mirror corridor located in the digital waterfall leads the customer to a VIP Lounge area, created to deliver an intimate and private relationship with a special clientele. The lounge is wrapped with screens and a mirror ceiling where animated liquid embraces and transforms the space for a fully immersive unique customer experience.

simulating digital waterfalls

Completed in September 2022, the sneaker and streetwear store received the Retail Design Overall Category Award at the SBID Awards (Society of British and International Interior Design Awards) and was recognized as Highly Commended at the WAF Awards (World Architecture Festival Awards), held last November at The Landmark London and Marina Bay Sands in London and Singapore, respectively. It was also developed by Arabian Centres in Riyadh, jointly with the Silkway Company / Al Hokair Group.

the lateral displays are sculptural interpretations of cascading water

Presentedby in Riyadh was recently awarded two prizes

close-up shot of the parametric aesthetics