Project name: Midea Showroom
Interior design: SINITSA Bureau
Location: Moscow
Photo: dimaplenka
Area: 175m2
Year: 2025
Project description from design firms SINITSA Bureau
This 175 sqm space reimagines the traditional retail environment as a multifunctional brand experience hub. Located in a former bank, the showroom integrates the display of over 150 appliances with a working kitchen for workshops, a lecture zone, a vacuum testing area, and a separate premium section for Toshiba, Midea’s high-end line.
A key design element is a central structural column, which organizes the layout into four distinct zones and anchors a custom table for the culinary studio. Due to technical limitations, exposed ceiling systems had to be concealed, prompting the team to lower the ceiling by 30 cm and use vertical lighting to maintain visual clarity.
The interior combines precise detailing — including rare 45° laminated panel joins — with warm materials and functional zoning. The result is a contemporary, accessible space that communicates Midea’s core values: smart, affordable technology for everyday life.
