Saber Industries

Project idea

This design concept masterfully employs Berlyne's theory of collative properties to create an engaging and curiosity-inducing space that draws visitors in and encourages them to spend time exploring. The strategic arrangement of design elements and unexpected reveals transform the showroom into an interactive experience that stimulates the senses and fosters a sense of discovery.

Project description

This project with total area of 1975 m2 located in Surabaya is a showroom and cafe project for Saber Industries which is a car and motorcycle lamp shop. Especially for people who wants to add modification to their vehicles. Not only lamps, they also have car window tints to display.

Technical information

Unique Design Elements Spark Curiosity and Delight
Upon entering the showroom, visitors are greeted by a captivating display of a deconstructed and suspended car frame, an element that is initially concealed from view, adding an element of surprise. This unexpected reveal sparks curiosity and draws visitors further into the space.
Intriguing Wall Display Unveils Hidden Wonders
The salvaged parts wall, strategically positioned at the back of the showroom with an empty corridor, offers a tantalizing glimpse from the outside, enticing passersby to venture inside and explore. As visitors enter, the wall's full brilliance is revealed, further igniting their curiosity.
One-Way Mirror Effect Creates a Sense of Mystery
The clever use of reflective glass film on the wall transforms it into a one-way mirror, adding an air of mystery and intrigue. This unexpected twist catches visitors off guard, piquing their interest and encouraging them to interact with the display.


Curated Pathway Guides Visitors on a Journey of Discovery
The intentional one-way layout of the showroom, guided by recessed LED lights inspired by streetlights, leads visitors on a captivating journey through the space. The path deliberately avoids the exit, subtly directing visitors towards the second floor, creating a sense of discovery and anticipation.
Second Floor: A Haven for Consultation and Transaction
The second floor serves as a welcoming space for product consultation and transaction. After completing their transactions, visitors are guided towards a connecting bridge leading to the café, inviting them to take a well-deserved break after their exploration.
Lighting Transition Creates a Sense of Transition and New Beginnings
As visitors ascend the bridge, a transition in lighting occurs, creating a distinct ambiance for the café. This subtle change marks a shift in experience, preparing visitors for a moment of relaxation and refreshment.
Open Display Invites Hands-on Engagement
The open display area on the second floor provides visitors with unhindered access to products, allowing them to interact with the lighting fixtures and envision their application in their own spaces.
Interactive Car Frame Display for Practical Testing
A half-car frame emerges from the wall, offering a dedicated space for testing automotive lighting products under various conditions. This interactive element allows customers to experience the products' functionality firsthand.

Glass Film Display Demonstrates Real-World Effects
The glass film display showcases the practical benefits of the products, enabling visitors to observe the transformative effects of the film on windows under different lighting conditions.
This design concept seamlessly blends aesthetics, functionality, and surprise to create an unforgettable showroom experience that captures attention, ignites curiosity, and encourages exploration. The strategic use of design elements and unexpected reveals transforms the space into an interactive journey that leaves a lasting impression on visitors.