Hong Kong-based architecture firm Cheungvogl has created a physical social media advertising space and a creative playground for self-reflection within the restoration of the 110 year old iconic department store, Au Pont Rouge in Saint Petersburg, Russia.


The addition of a spa and treatment concept was recently completed and now extends the social hub experience of Au Pont Rouge. The ‘Selfie Room’ can be found inside the spa and treatment areas and is a dedication to self-reflection and the art of selfies, and creates a stage for visitors to feel like performers.

The salon
Treatment area

The space features a long mirror wall and reflecting in the background is a curved mesh that filters indirect lighting which is designed to illuminate the face perfectly without shadows. When the visitor enters the light tunnel they experience continuous reflections and they inspire to act, document and ultimately share the moment.

The Selfie Room merges the online and offline experience of visitors and brands and by sharing the image on social media visitors create 15 minutes of fame for themselves and advertisement space for the brand within their social networks.


Images from cheungvogl.com

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