“My Vape”, a young franchise brand for electronic cigarettes, has envisioned offering their prospective franchisees a fresh and pleasant store image that makes a significant impact in a newly developed market.

Penny Eleftheriou and Dimitra Papafilippou of dDesign interior architecture practice designed the pilot store using simple lines and clear construction methods. The design concept is based on the creation of an element that has indirect references to the assembly and the materiality of an electronic cigarette.

In the initial proposal, pipes and their fittings – originally used in plumbing – formed a dominant L-shape framework that covered half of the store’s volume. However, for financial purposes, the complicated joints were abandoned and the construction was simplified. Vertical and horizontal axes of brass colored tubes intersect, in order to create a ‘net’ of shelving and a false ceiling. The pure white walls contrast with the metallic structure, selected to add brightness to the interior space.

The rhythm of the brass colour tubes discourses with the adjacent, vertical mirrors that offer short glimpses of the opposite scenes. On the back of the store, a totally vivid lime room is dedicated for testing different flavours and socializing.

Design: dDesign
Photography: Renee Revah