10:10 | Duccio Grassi

Italian firm Duccio Grassi Architects has completed the new design concept for the brand of
watches and jewelry 10:10 in Kuwait City, in the Luxury Avenue Mall Complex.
The shop is on one level and has as its centre a large cage structure, that allows dynamic
distribution of the paths, creating a collection of fragmented views from the entrance, offcenter,
framing the entire depth of the space.
The geometric shapes and rigorous burnished iron cages , have inside cubic glass exhibitors,
real cases for precious jewels.
The burnished brass details embellish the central furnishings, exhibitors and the cash desk.
In contrast to these dark materials there's microbeton, used on floor and walls, which creates
a neutral background on which stands the brilliance of precious jewelry and watches.
10:10 follows the idea of luxury and attention to detail and materials, a luxury that emerges
from the delicacy of the design, even if its strong characterization, never becomes protagonist
of space, but leaves to the product that role, which is enhanced in the variety of exposure.
A lighting project was specifically designed by Duccio Grassi Architects, to bring out
the brightness character of the exhibits, as well to dematerialize the strict lines of exhibitors,
which are complemented by a wall covered with the Paolonia Wood, which makes the
atmosphere more warm and cosy.