Client
An upscale home improvement store based in Dubai, specialising in refined gypsum stucco work and decorative finishes for both commercial and residential spaces of sophisticated, middle-aged individuals with lavish, health-conscious lifestyles, a keen appreciation for classic architecture, and a deep commitment to sustainability.
Naming
After multiple rounds of name-storming, Decoroom emerged as the winning name, resonating strongly with the focus group due to the following associations:
- Decorum: Evokes impeccable taste, style, and sophistication
- Eco: Highlights the eco-friendly nature of gypsum, which produces no construction waste, and is endlessly recyclable, fire-resistant, and can last for centuries
- Decor: Reflects the brand’s focus on remodelling and decoration, with gypsum used solely for ornamental purposes
- Room: Symbolises any interior space, whether commercial or residential
Product
Decoroom’s products are purely ornamental. As Alberti, the renowned Renaissance architect, said: ‘The principal ornament in all architecture certainly lies in the column.’ Similar to Decoroom’s offerings, rectangular pilasters and circular or semicircular engaged (half) columns can be entirely symbolic and decorative.
Nowadays, they are oftentimes used as structural elements in vast open spaces, alongside panoramic wrap-around windows, or supporting terraces and stairs in spacious penthouses of New York, London, Paris, and Dubai as shown in the paintings below. It is for this reason that column gypsum decor is so popular.
Classical architecture
The column stands as a true statement of classicism. The modern composite column (right), considered the most intricate order in classical architecture, incorporates both spiral and floral motifs. At the top, the Acanthus leaves of the Greek Corinthian foliage (middle) meet the iconic volutes, or spiral scrolls, of the Ionic order, merging elegance and complexity in a single structure.
Natural materials and forms
Much of architecture draws from biophilic design, emphasising the connection between people and nature. Composite columns, with their dendriform shapes, evoke palm trees, featuring fractal branches that emerge from a leaf-like base, the column capital:
Colours of nature
Decoroom’s commitment to natural materials and forms is reflected in its nature-inspired brand palette, featuring timeless colors often found in classic interior design.
Luxury is typeset in serif
Modern type
The modern composite column pairs beautifully with modern, late 18th-century typefaces characterised by vertical stress, extreme contrasts between thick and thin strokes, and unbracketed horizontal serifs such as in Bodoni, Corvinus, De Vinne, Didot, and Torino. The tagline “A Pillar of Class” alludes to the column as a symbol of classicism, decorum, and elegance.
The image below showcases a carefully crafted monogram, with elegant details highlighted by moonglade reflecting off the palms in the background. This mockup evokes the feel of an exclusive club — something people aspire to be part of.
The business card’s pattern seamlessly blends into the natural stone background, enhancing the overall design aesthetic:
