SINITSA Bureau has designed a multifunctional showroom for Midea, one of the leading global home appliance brands, located on Novodmitrovskaya Street in Moscow. Covering 175 sqm, the space was conceived as more than a store — it’s an experience hub showcasing over 150 products, hosting workshops, and reflecting the brand’s identity.

The concept revolves around a central column — a structural remnant of the former bank that occupied the space. Instead of hiding it, the team integrated it into the layout, anchoring a long culinary studio table and using the column to organize four functional zones. Lighting from floor to ceiling enhances the spatial division.

The interior accommodates a lecture area, a fully functional kitchen for classes, a vacuum demonstration zone with various floor types, and a separate premium section for Toshiba, Midea’s upscale brand. This area features natural wood veneer and deep blue accents to emphasize architectural details.

Technical challenges included exposed ceiling systems that couldn’t be replaced — so they were concealed, reducing ceiling height by 30 cm. The space also showcases high-precision detailing such as 45-degree edge joins in laminated panels, a rare technique in local production.

The result is a modern, democratic, and brand-driven space that communicates Midea’s message: smart, accessible technology for everyday life.