WOOD, LIGHT, AND THE RHYTHM OF TIME — THE MUXIANG NINGHUA FLOORING EXPERIENCE HALL IN HUZHOU, CHINA, INVITES VISITORS TO EXPLORE WOOD THROUGH A SEMI-CIRCULAR SHOWROOM
TEXT: PHARIN OPASSEREPADUNG
PHOTO: HUA XUETAO AND MA YIZHOU
(For Thai, press here)
The Muxiang Ninghua Flooring Experience Hall reimagines the act of browsing a timber showroom. Rather than presenting wood as a series of products to be viewed, the space unfolds as a carefully choreographed experience, one that gradually draws visitors into a world shaped by rhythm, light, and the narratives of nature, with wood itself serving as the primary storyteller.
Located in Nanxun District, Huzhou City, Zhejiang Province, China, the showroom was designed by PUSH DESIGN, an interior design practice based in Hangzhou. The studio set out to transform the 900-square-metre space into an immersive environment that tells the story of wood through an experience that can be touched, seen, and felt.
Instead of adopting the conventional linear layout typical of showrooms, PUSH DESIGN introduced a complete elliptical circulation plan. This oval-shaped route allows visitors to move fluidly through the space, creating a continuous spatial flow. As a result, the floor plan is divided into nine distinct zones, conceived as movements in a musical composition, from an opening sequence to a gentle, unhurried finale. With each step, the journey becomes more than a shift from one area to another; it marks a gradual transition in mood, sensation, and perspective, ultimately reshaping how one perceives and engages with wood as a material.
The journey begins at the Elevator Hall, the front reception area where the narrative is first set in motion through the contrast of materials. The cool touch of stone flooring meets the warmth of timber, while lighting subtly shifts with each change in viewpoint. A deep red wooden floor runs continuously through the space, establishing a steady, grounding rhythm, as dark red walls add a sense of depth and intrigue. Before entering the main area, visitors pass through the Rhythmic Transition Zone, where a minimalist stainless-steel reception counter becomes the visual anchor. This zone functions as a deliberate pause; a moment to slow one’s pace, absorb the atmosphere, and gently recalibrate the senses before moving into the next chapter of the experience.
At the Core Zone, the heart of the showroom unfolds. Conceived under the theme ‘The River of Time,’ this softly curved space is enveloped by natural materials such as stone and wood. Surrounding the room, a series of flooring samples is displayed in various configurations, embracing visitors with their presence. These displays rest on lightweight, modular structures that are easy to move and deliberately non-permanent, allowing the space to evolve alongside new products and exhibition formats in the future. The approach reflects a considered commitment to sustainability, where space and material are designed to grow, adapt, and endure together.
The route continues into the Time Corridor, a passage that evokes the progression of time and the growth of wood through patterns formed by timber sections, tree rings, and light that gradually shifts along the walls. Moving through this space, visitors feel as though they are walking amidst the traces of time itself, where every surface and every beam of light narrates the life story of a tree in its own quiet language. Designed as a ring-shaped form curving around the perimeter wall, the corridor allows the experience of wood and temporal transformation to unfold simultaneously, articulated through each beam, column, and carefully modulated wash of light that shapes the atmosphere of the space.
The Transition Display Area offers another moment of pause before entering the next room. Here, the sensory tone shifts gently through changes in flooring materials, wall finishes, and lighting. Raw timber gradually gives way to finely finished wood, preparing visitors for the Interactive Core, a zone designed to encourage deeper engagement with the material. Beyond visual appreciation, this space invites touch, accompanied by light, sound, and integrated technology that act as mediators, translating the value and warmth of wood into an accessible, contemporary language. Conceived by the designers as the primary stage of the experience, the Interactive Core introduces layered interactions that draw visitors more fully into the narrative, fostering a heightened sense of immersion and connection.
Continuing along the route is the Forest Element Zone, a space that recreates natural light at different times of day to reveal how wood surfaces respond to changing conditions, from the soft, diffused light of morning to the warm hues of evening. This zone functions as a moment of respite within the overall journey, gently weaving nature and architecture together. By simulating these subtle shifts in light, the space helps visitors better understand and visualize how timber flooring performs and interacts within real-life living environments.
Beyond the exhibition areas, the showroom integrates office functions and a VIP lounge seamlessly into the same circulation route. The consistent use of timber and flowing curves extends throughout, cultivating an atmosphere that is both warm and inviting. The main showroom, offices, and VIP spaces are all enveloped by wood and curved enclosures, creating comfortable settings for conversation and exchange. Material choices vary according to function: executive offices feature darker timber paired with black marble, conveying a sense of calm authority and restraint, while the finance area adopts a softer palette, enlivened by orange velvet sofas. Even the restrooms maintain the same material language as the elevator hall, ensuring a continuous spatial experience across the entire building.
A visit to the Muxiang Ninghua Flooring Experience Hall inevitably reshapes expectations of what a showroom can be. As a project that places product storytelling at its core, it uses various types of timber flooring as a narrative medium, orchestrating rhythm, material, and movement into a new exhibition typology. More than a place to view products, the Muxiang Ninghua Flooring Experience Hall invites visitors to understand wood through time, light, and interaction, transforming a simple walk through space into an experience that lingers long after the journey ends.
