The Chroma project for Munich, designed by Studio Animal, continues the studio’s research into the use of colour as a construction material capable of transforming retail environments into immersive spatial installations. Developed for the brand’s store in Madrid, the project uses colour not only as a visual element but also as a perceptive device capable of generating a memorable shopping experience.
The intervention is entirely based on the use of Brilliant Green RAL6038, the same green tone commonly used in chroma key film production. Through this monochromatic approach, the space acquires an almost virtual dimension in which products appear suspended inside an abstract environment.
Colour as a construction material in retail design
Studio Animal develops the project through a radical use of colour, treating green as the primary architectural material of the store. The intervention follows a design methodology already explored in several retail projects by the studio, where colour defines both atmosphere and spatial perception.
The selected chroma green creates a visually immersive environment capable of altering the perception of depth, surfaces and objects. The result is a retail space that moves closer to the language of contemporary installation art.
Chroma key aesthetics and spatial perception
The choice of Brilliant Green RAL6038 is directly connected to chroma key technology used in digital video production. Green is widely used as a background colour because digital sensors are particularly sensitive to the green channel, allowing objects to be isolated more effectively.
Studio Animal translates this visual principle into a physical environment where shoes appear to float in space. The monochromatic surfaces eliminate visual noise and strengthen the perception of products as isolated elements within an abstract composition.
An immersive retail installation for Munich
The generated atmosphere creates a spatial condition that appears almost unreal. Through the extensive use of green surfaces, the store becomes an immersive installation in which architecture, product display and perception merge into a single visual experience.
The project demonstrates how colour can become a central retail design strategy capable of shaping identity, enhancing products and transforming customer interaction within the store environment.
Project information
Client: Munich
Location: Madrid
Design: Studio Animal (Javier J. Iniesta)
Area: 59 sqm
Builder: Novodecor
Photos courtesy: Jose Hevia
by AN Shopfitting Magazine no.169 ©